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Published in:
The Big Picture in Social Marketing Read chapter Read first chapter

2019 | OriginalPaper | Chapter

4. Theory in Social Marketing

Author : Michael D. Basil

Published in: Social Marketing in Action

Publisher: Springer International Publishing

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Abstract

As scientists, we try to derive theories to provide predictions on why things operate as they do. That is, we hope to understand a phenomenon by understanding the underlying system. In its most ideal form, we try to understand the general principles which underpin the phenomenon—to allow us to explain not only when something occurs and when it does not, but why. Ideally, this understanding will lead us to be able to make predictions not only about the particularistic phenomenon but lead up to generalizable knowledge about similar phenomena. In Chap. 4, we discuss the use of research and evaluation in social marketing. We address the nature of research, when it should be conducted, and how. The appendix offers online resources that provide further guidance into conducting research and evaluating your program.

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previous chapter Research and Evaluation in Social Marketing
next chapter A Brief History of Social Marketing
Appendix
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Metadata
Title
Theory in Social Marketing
Author
Michael D. Basil
Copyright Year
2019
Book
Social Marketing in Action

Print ISBN: 978-3-030-13019-0

Electronic ISBN: 978-3-030-13020-6

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-030-13020-6_4