Understanding the Components in Social Behavioural Change: Implications for Non-profit Organisations
In this paper we discuss the application of the social marketing framework MOA (motivation, opportunity and ability) with a particular focus on motivation in change management.
||Motivation, Change Management, Not for Profit
International Journal of Knowledge, Culture and Change Management, Volume 5, Issue 8, pp.27-32.
Article: Print (Spiral Bound).
Article: Electronic (PDF File; 1.908MB).
Wayne Binney has extensive experience in teaching marketing with specific expertise in consumer behaviour, business market research, and the development of innovative teaching techniques. He conducts marketing courses at Victoria University, Melbourne, in related disciplines including tourism and hospitality marketing. Besides being an active consumer behaviour and social marketing researcher, he has authored several business and marketing publications and addressed national and international conferences. He has consulted to State and federal governments and several national and multinational firms.
Dr John Hall is an Associate Professor of Marketing at Deakin University Melbourne where he is a director of the business research centre. Prior to his current appointment he was a Marketing discipline leader and course coordinator at Victoria University of Technology, Melbourne. His research interests include market segmentation, consumer behaviour, marketing education, social marketing and the development and application of marketing research techniques and technology.
Associate Professor Peter Oppenheim has had extensive experience in mathematical modelling and has a particular interest in modelling consumer choice. Prior to his current appointment he was a Marketing discipline leader at the University of Ballarat. His research interests include mathematical programming, market segmentation, consumer behaviour and modelling consumer choice.
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