Social Marketing and Social Change Strategies and Tools For Improving Health, Well-Being, and the Environment

by Lefebvre, R. Craig

• ISBN13: 9780470936849
• ISBN10: 0470936843
• Edition: 1st
• Format: Paperback
• Copyright: 2013-02-18
• Publisher: Jossey-Bass

Summary

Focusing on the use of marketing principles and techniques to develop population-based health promotion and disease prevention programs, this book features a practical emphasis for incorporating a marketing orientation and marketing techniques to address the diverse range of issues and problems that are encountered in the practice of public health. Its comprehensive view of social marketing includes its research base, its applications to a diverse set of social problems, and the focus on the public health field. The book promotes social marketers as scientists-practitioners who must understand the theory and research of social marketing as it is applied to designing effective social change programs.

Author Biography

R. Craig Lefebvre, PhD is a thought leader and practice advocate for applying marketing to social issues. He is chief maven at socialShift—a social design, marketing, and media consultancy, lead change designer at RTI International, and research professor in the University of South Florida College of Public Health.

Table of Contents

Figures and Tables

Acknowledgments

Preface

The Author

1 The History and Domains of Social Marketing

Learning Objectives

The Change We Need: New Ways of Thinking about Social Issues

Wicked Problems and Their Solution

Why Use Social Marketing?

What Is Social Marketing

A Historical Perspective

Summary

Key Terms

Discussion Questions

2 Principles of Social Marketing

Learning Objectives

The Characteristics of Social Marketing

How Can We Use Social Marketing?

Strategic Social Marketing

Ethics for Social Marketing

Summary

Key Terms

Discussion Questions

3 Determinants, Context, and Consequences for Individual and Social Change

Learning Objectives

Why Use Theory?

From Individual to System Levels of Analysis: Changing Scales of Reality

Shifting from Individuals to Markets

Summary

Key Terms

Discussion Questions

4 Segmentation and Competition

Learning Objectives

Segmentation

Competition

Summary

Key Terms

Discussion Questions

5 Moving from Descriptions of People to Understanding, Empathy, and Insight

Learning Objectives

The Depth Deficit

Priority Group Personas or Archetypes

The Creative Brief

The Vital Function of the Planner

Insight

Designing Research for Empathy, Insight, and Inspiration

Summary

Key Terms

Discussion Questions

6 The Consumer Experience as the Marketer’s Touchpoint

Learning Objectives

Going Out of Our Heads

Exploratory Formative Research: Online Health Information Behaviors

A Continuum of Touchpoints

Summary

Key Terms

Discussion Questions

7 Strategic Positioning and Brands

Learning Objectives

Positioning

Positioning Concurrency as an HIV Risk Behavior

Brands

Summary

Key Terms

Discussion Questions

8 Embedding Marketing in Programs and Organizations: Developing Strategy

Learning Objectives

Creating a Marketing Strategy

Applying Social Marketing Anywhere, Anytime

Ways to Improve Social Marketing Programs

Summary

Key Terms

Discussion Questions

9 Using Marketing Mix Components for Program Development

Learning Objectives

Products

Services

Places

Prices

Promotion

Pulling It All Together

Summary

Key Terms

Discussion Questions

10 Monitoring and Evaluation

Learning Objectives

Program Monitoring

Evaluation

Summary

Key Terms

Discussion Questions

11 Personal and Community Engagement in Change

Learning Objectives

Community-based Approaches to Social Marketing

Shifting from Engagement to Activation

Can Social Marketing Revitalize Communities?

Summary

Key Terms

Discussion Questions

12 Social Technologies for Social Marketing and Social Change

Learning Objectives

Developing Strategies for Social Media

Mobile Technologies

Pulling It Together: The Media Multiplexity Idea

Implications of Social and Mobile Technologies for Marketing Social Change

Summary

Key Terms

Discussion Questions

13 Social Marketing for Dissemination and Program Sustainability

Learning Objectives

Dissemination of Program and Service Innovations

Marketing to Achieve Sustainable Programs

Summary

Key Terms

Discussion Questions

14 Management and Innovation

Learning Objectives

Creating a Marketing Culture

Innovations

Looking to the Future of Social Marketing

Summary

Key Terms

Discussion Questions

References

Index