Abstract
Behavioural change is probably the single most difficult objective communicators are asked to undertake. In the private sector it is an area which falls under marketing, and in the context of development it could also be called social marketing. Nor is behavioural change communication confined to the developing world. Countries at all levels of development undertake mass awareness campaigns in order to influence behaviours, as does the private sector.
This article was first published in Public Opinion Polling in a Globalized World, Carballo, Marita; Hjelmar, Ulf (Eds.), © 2008 Springer
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Lindgren, D., Budd, J. (2008). A Framework for Social Development Assessment. In: From Customer Retention to a Holistic Stakeholder Management System. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-77430-3_15
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DOI: https://doi.org/10.1007/978-3-540-77430-3_15
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