I read this book, as I am familiar with some good books by one of the authours (Philip Kotler), who is a recognized expert on marketing. I was working on a school (multi-media education) project that has a social objective, and this book has helped to guide me very well. It is rich with good descriptions and analysis of various social campaigns to help one understand. A criticism might be that the methods/techniques applied/suggested are not fully described. Every stage and element of a marketing campaign is covered, from planning to research, from implementation to evaluation. But this book does not teach you marketing, it teaches you how to apply marketing to campaigns with social goals. It is written in a very clear, understandable way that will get you working in the right direction. Very inspiring and useful for the novice marketeer I am, probally a great read for the professional too.
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