Principles and Practice of Social Marketing: An International Perspective
Cambridge University Press
Edition: Updated ed., 10/28/2010
EAN 9780521167376, ISBN10: 052116737X
Paperback, 526 pages, 24.6 x 18.9 x 3 cm
Language: English
This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies and applications show how social marketing campaigns are being used across the world to influence changes in behaviour, and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing influences governments, corporations and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing.
List of figures
List of tables
Preface
Acknowledgements
1. Social marketing and social change
2. Principles of marketing
3. Social marketing and the environment
4. Advocacy and environmental change
5. Principles of communication and persuasion
6. Models of attitude and behaviour change
7. Research and evaluation
8. Ethical issues in social marketing
9. The competition
10. Segmentation and targeting
11. The marketing mix
12. Using media in social marketing
13. Using sponsorship to achieve changes in people, places and policies
14. Planning and developing social marketing campaigns and programmes
15. Case study
the Act-Belong-Commit Campaign promoting positive mental health
Index.