Social Marketing: Advancing a New Planning Framework to Guide Programmes
Journal article
Authors | Akbar, M Bilal, Ndupu, Lawrence, French, Jeff and Lawson, Alison |
---|---|
Abstract | This paper develops and presents a new planning framework of social marketing, known as CSD-IES (Consumer Research, Segmentation, Design of the Social Programme, Implementation, Evaluation and Sustainability). |
Keywords | Social Marketing; Behaviour Change; Framework; Principles; Planning; Sustainability; Ethics |
Year | 2021 |
Journal | RAUSP Management Journal |
Publisher | Emerald |
ISSN | 2531-0488 |
Digital Object Identifier (DOI) | https://doi.org/10.1108/RAUSP-08-2020-0186 |
Web address (URL) | http://hdl.handle.net/10545/625805 |
hdl:10545/625805 | |
Publication dates | 31 May 2021 |
Publication process dates | |
Deposited | 04 Jun 2021, 14:49 |
Accepted | 31 Mar 2021 |
Contributors | Nottingham Trent University, University of Derby and Strategic Social Marketing Ltd, London |
File | File Access Level Open |
https://repository.derby.ac.uk/item/948q9/social-marketing-advancing-a-new-planning-framework-to-guide-programmes
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