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Focusing on social marketing strategies, this thesis aims to enhance awareness of the Ecuadorian Red Cross's contributions. It identifies the need for improved communication to engage both donors and potential sponsors. Field research in Guayaquil revealed a lack of public knowledge regarding the benefits of blood donation. Utilizing this data, the work proposes targeted strategies to encourage positive behavioral changes among citizens, ultimately fostering greater support for the organization's initiatives.
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Design of social marketing strategies, Leuni Noralva Medina Preciado, Monica Coronel
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- Released
- 2024
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