@article{oai:doshisha.repo.nii.ac.jp:02000053,
 author = {Uryuhara, Yoko and 瓜生原, 葉子},
 issue = {2},
 journal = {同志社商学, Doshisha Shogaku (The Doshisha Business Review)},
 month = {Sep},
 note = {SDGsを達成し，誰もがwell-beingな社会をつくるためには，一人ひとりの行動変容が大切である。「マーケティング」は自治体とは遠いものと思われがちであるが，市民目線の政策立案の鍵である。本稿では，ソーシャルマーケティングとその専門家育成について概観し，ソーシャルマーケティングに基づく自治体の施策立案の事例を提示する。さらに，この理論を学び活用することは，自治体職員にどのようなよいことをもたらすのかについて考察する。, In order to achieve the SDGs and create a wellbeing society for all, it is important for each individual to change his or her behavior. Although "marketing" is often thought of as something distant from local governments, it is the key to policymaking from the citizen's perspective. In this paper, social marketing and the training of social marketing specialists will be reviewed, and examples of policy formulation by local governments based on social marketing will be presented. It also discusses how learning and utilizing this theory can benefit local government officials., 研究(Article), application/pdf},
 pages = {203--237},
 title = {効果的な政策の実現に対するソーシャルマーケティングの貢献},
 volume = {75},
 year = {2023},
 yomi = {ウリュウハラ, ヨウコ}
}