Principles and Practice of Social Marketing: An International Perspective

Front Cover
Cambridge University Press, Oct 28, 2010 - Business & Economics
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.
 

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Contents

1 Social marketing and social change
1
2 Principles of marketing
23
3 Social marketing and the environment
44
4 Advocacy and environmental change
70
5 Principles of communication and persuasion
88
6 Models of attitude and behaviour change
125
7 Research and evaluation
158
8 Ethical issues in social marketing
195
10 Segmentation and targeting
252
11 The marketing mix
282
12 Using media in social marketing
320
13 Using sponsorship to achieve changes in people places and policies
364
14 Planning and developing social marketing campaigns and programmes
394
15 Case study the ActBelongCommit campaign promoting positive mental health
407
References
429
Index
485

9 The competition
217

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About the author (2010)

Rob Donovan is Professor of Behavioural Research at the Centre for Behavioural Research in Cancer Control in the Faculty of Health Sciences, Adjunct Professor of Social Marketing and Co-Director of the Social Marketing Research Unit at Curtin Business School, Curtin University, Western Australia.

Nadine Henley is Professor of Social Marketing, Director of the Centre for Applied Social Marketing Research and Associate Dean of Research and Higher Degrees for the Faculty of Business and Law at Edith Cowan University, Western Australia.

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