Beschreibung
This volume presents the most current theoretical advances in the fields of social marketing and public health communications. The volume is divided in two parts. Part 1 contains chapters pertaining to research and theory reflecting improvements and contributions to theories that help improving quality of life. It includes literature reviews, conceptual research and empirical studies on social marketing communications, models to understand individual's risky behaviors, and how to improve social interventions. The second part emphasizes applied research, consisting of best practices, applied experiments, and case studies on social marketing innovative practices with implications for quality of life.
Autorenporträt
Professor Wymer's scholarly work includes nine books, and numerous journal articles and conference presentations. His primary areas of research include nonprofit marketing, social marketing, brand strength/loyalty, and scale development. Secondary areas include the history of marketing thought, macromarketing, and corporate social responsibility. He is an Associate Editor for the European Journal of Marketing. Previously, he has served as Editor of the Journal of Nonprofit & Public Sector Marketing (2000-10), North American Editor for the International Journal of Nonprofit & Voluntary Sector Marketing (2001-9), and President of the Atlantic Marketing Association (2005). Currently, Professor Wymer serves on five journal editorial boards.
