Электронная библиотека
Социальный маркетинг: мифы и заблуждения
Донован Р.
|
|
||
Основная цель статьи и ее предпосылки;Миф 1: «мы используем социальный маркетинг»;Миф 2: «такой-то поступает так-то. Это социальный маркетинг»;Миф 3: «самый заметный и важный признак социального маркетинга — его направленность на изменение поведения»;Миф 4: «социальный маркетинг подразумевает только добровольное изменение поведения»;Миф 5: «право не является частью маркетинга и, таким образом, не имеет отношения к социальному маркетингу»;Миф 6: «просвещение не является частью маркетинга, а следовательно, не входит в социальный маркетинг»;Миф 7: «коммерческий маркетинг — неподходящая основа для социального, поскольку он не учитывает влияния среды»;Миф 8: «все партнеры хороши»;Итоги; |
1. Andreasen A. (1995). Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment. Jossey-Bass, San Francisco, CA.
2. Bartels R. (1976). The History of Marketing Thought. 2 ed. Grid, Columbus, OH.
3. Beder S., Gosden R., Mosher L.R. (2003). This Little Kiddy Went to Market: The Corporate Capture of Childhood. Sydney: UNSW Press.
4. Berkman H., Gilson C. (1981). Consumer Behavior: Concepts and Strategies. 2 ed. Wadsworth, Belmont, CA.
5. Blech J. (2006). Inventing Disease and Pushing Pills: Pharmaceutical Companies and the Medicalisation of Normal Life. Abingdon, Oxon: Rout-ledge.
6. Cone (2008). Past. Present. Future. The 25th Anniversary of Cause Marketing. —Подробнее .
7. Conrad P. (2007). The Medicalization of Society: On the Transformation of Human Conditions into Treatable Disorders. The Johns Hopkins University Press, Baltimore, MD.
8. Donovan R.J. (2010). Going Upstream: The New 4Ps of Social Marketing. Paper presented at INSM Conference, 15-16 July, Brisbane.
9. Donovan R.J. (2005). Social Marketing Downunder: Are We Different? Paper presented at Social Marketing Downunder Conference, 10-11 March, Wellington, New Zealand.
10. Donovan R.J., Henley N. (2010). Social Marketing Principles and Practice: An International Perspective. Cambridge: Cambridge University Press.
11. Donovan R.J., Rossiter J.R. (1982). «Store atmosphere: an environmental psychology approach». Journal of Retailing, Vol. 58, No. 1, pp. 34-57.
12. Donovan R.J., Rossiter J.R., Marcoolyn G. and Nesdale A.R. (1994). «Store atmosphere and purchasing behavior». Journal of Retailing, Vol. 70, No. 3, pp. 283-294.
13. Evans M. (2010). World Cup 2010: Bavaria Beer Stunt Organisers Arrested. —Подробнее .
14. Fullerton R.A. (1988). «How modern is modern marketing? Marketing's evolution and the myth of the production era». The Journal of Marketing, Vol. 52, No. 1, pp. 108-125.
15. Grier S., Bryant S. (2005). «Social marketing in public health». Annual Review of Public Health, Vol. 26, pp. 319-339.
16. Klein N. (2000). No Logo. Toronto: Knopf.
17. Kolar T., Toporisic A. (2007). «Marketing as warfare, revisited». Marketing Intelligence & Planning, Vol. 25, No. 3, pp. 203-216.
18. Kotler P. (1967). Marketing Management Analysis, Planning, and Control. Prentice-Hall, Englewood Cliffs, NJ.
19. Kotler P., Levy S.J. (1969). «Broadening the concept of marketing». Journal of Marketing, Vol. 33, January, pp. 10-15.
20. Kotler P., Singh R. (1981). «Marketing warfare in the 1980s». The Journal of Business Strategy, Vol. 3, Winter, pp. 30-41.
21. Kotler P., Zaltman G. (1971). «Social marketing: an approach to planned social change». Journal of Marketing, Vol. 35, No. 3, pp. 3-12.
22. McCarthy E.J. (1960). Basic Marketing, A Managerial Approach. Richard D. Irwin, Homewood, IL.
23. McLaughlin G. (2009). Six, Going on Sixteen, Rethinking Schools, Milwaukee, WI. —Подробнее
24. Molnar A. (2005). School Commercialism: From Democratic Ideal to Market Commodity. Taylor & Francis, New York, NY. Донован Р.
25. Petersen M. (2008). Our Daily Meds: How the Pharmaceutical Companies Transformed Themselves into Slick Marketing Machines and Hooked the Nation on Prescription Drugs. Farrar, Straus and Giroux, New York, NY.
26. Piercy N.F. (2008). Market-led Strategic Change: Transforming the Process of Going to Market. 4 ed. Oxford: Butterworth-Heinemann.
27. Quart A. (2003). Branded: The Buying and Selling of Teenagers. London: Arrow.
28. Ries A., Trout J. (1986). Marketing Warfare. McGraw-Hill, New York, NY.
29. Rothschild M. (1999). «Carrots, sticks, and promises: a conceptual framework for the management of public health and social issue behav-iors». Journal of Marketing, Vol. 63, No. 4, pp. 24-37.
30. Rothschild M.L., Mastin B., Karsten C. and Miller T. (2003). The Road Crew Final Report: A Demonstration of the Use of Social Marketing to Reduce Alcohol-impaired Driving by Individuals Age 21 Through 34. —Подробнее .
31. Rush E., La Nauze A. (2006). Corporate Paedophilia: Sexualisation of Children in Australia. Discussion Paper 90. The Australia Institute, Manuka, ACT.
32. Slack T. (Ed.) (2005). Commercialisation of Sport. Routledge, New York, NY.
33. Slack T. (1998). Studying the Commercialization of Sport: the Need for Critical Analysis. —Подробнее .
34. Speed Bumps of the Future: Creepy Optical Illusion Children (2010). — Подробнее .
35. Thaler R., Sunstein C. (2008). Nudge: Improving Decisions About Health, Wealth, and Happiness. Yale University Press, New York, NY.
36. Wilkie W., Moore E. (2003). «Scholarly research in marketing: exploring the «4 eras» of thought developments Journal of Public Policy & Marketing, Vol. 22, No. 2, pp. 116-146.