TY  - BOOK
AU  - Hastings, Gerard 
AU  - Health behavior.
TI  - Social marketing : why should the Devil have all the best tunes?
SN  - 9780750683500
U1  - 658.8 
PY  - 2007///
CY  - New Delhi : 
PB  - Elsevier/Butterworth-Heinemann, 
KW  - Social marketing
KW  - Health promotion.
N1  - If it works for Tesco ... --
Making use of theory --
Basic principles --
Opening the toolbox --
Communication, emotion and the limitations of fear --
Moving upstream --
Relational thinking --
Competition and critical marketing --
Research and the art of navigation --
Ethical issues --
Case studies
N2  - Social marketing takes thinking used in commercial marketing to influence consumer behaviour and applies it to health and social behaviour - and in the process provides innovative solutions to many of the world's most pressing problems - from HIV/AIDS to global warming; Explains the principles of social marketing and examines the implications of using techniques devised on Wall Street to further social and health goals. This book shows how we can borrow the techniques they use to promote consumption, to encourage more socially desirable behaviours
ER  -