Social Marketing Casebook

by Jeff French

• ISBN13: 9780857025449
• ISBN10: 0857025449
• Format: Paperback
• Copyright: 2011-10-26
• Publisher: SAGE Publications Ltd

Summary

Social Marketing Casebook brings together for the first time a dedicated collection of social marketing case studies and vignettes from around the world. Each case study is explored from the scoping and research stage right through to evaluation, providing the reader with a complete overview of the most important building blocks in social marketing and how these can be applied to the real world, including: - Insights from the key people involved in social marketing and the identification of the common themes associated with successful social marketing strategies. - An international range of cases from the health, environmental and civic sectors, from national and governmental programmes to local, small-budget interventions; - Comprehensive coverage of the whole process, from strategy, and implementation, through to the challenges and lessons learned; and - Academic exercises, discussion questions and references to reinforce student learning. This book demystifies social marketing for undergraduate and postgraduate marketing and health studies students, as well as practitioners in government, public institutions, NGOs and private organisations looking to develop more effective social change programmes.

Table of Contents

Introduction

Key Principles and Concepts of Social Marketing

Planning Social Marketing

Developing Culturally Sensitive Interventions

Community-Based Social Marketing

Segmenting Target Audiences

Using Theory to Develop Effective Interventions

Inroads into Africa: Enabling Local Services

Being Honest about Challenges

Reaching the 'Hard to Reach'

Using a Full Intervention Mix

Using Service 'Pull' to Complement Customer 'Push'

Working with Local Services

Building Strong Communications into the Marketing Mix

Using Enforcement in the Methods Mix

Creating Access to the Right Products

Co-Production with the Private Sector

'Franchising' Social Marketing

Changing Behaviour Holistically

The Importance of Evaluation

Overview and Top Tips

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