Principles and Practice of Social Marketing: An International Perspective

by Rob Donovan , Nadine Henley

• ISBN13: 9780521194501
• ISBN10: 0521194504
• Format: Hardcover
• Copyright: 2010-11-29
• Publisher: Cambridge University Press

Summary

Principles and Practice of Social Marketing combines the authors' practical commercial marketing know-how, hands-on experience in developing and implementing social marketing campaigns, and extensive involvement in formative and evaluative research across a broad variety of health and social policy areas. This new international edition will be essential reading for undergraduate and graduate courses in Social Marketing and for anyone involved in social marketing or health promotion, public health interventions, injury prevention or public welfare in general.

Table of Contents

List of figures

List of tables

Preface

Acknowledgements

Social marketing and social change

Principles of marketing

Social marketing and the environment

Advocacy and environmental change

Principles of communication and persuasion

Models of attitude and behaviour change

Research and evaluation

Ethical issues in social marketing

The competition

Segmentation and targeting

The marketing mix

Using media in social marketing

Using sponsorship to achieve changes in people, places and policies

Planning and developing social marketing campaigns and programmes

Case study: the Act-Belong-Commit Campaign promoting positive mental health

Index

Table of Contents provided by Publisher. All Rights Reserved.