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Cambridge University Press

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Principles and Practice of Social Marketing

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Principles and Practice of Social Marketing

Principles and Practice of Social Marketing

An International Perspective
Rob Donovan , Curtin University of Technology, Perth
Nadine Henley , Edith Cowan University, Western Australia
October 2010
Available
Paperback
9780521167376
    Description

    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.

    • Shows how the principles of social marketing work in actual campaigns with an evidence-based approach that provides many real-life examples in every chapter
    • Applies marketing techniques to a broad range of 'social' issues, and by including examples of campaigns dealing with issues such as racism, the environment and mental health, the reader will learn how to apply social marketing to the widest variety of subject areas
    • Examples drawn from around the world show the reader how social marketing campaigns may differ according to their cultural context and subject

    Product details

    November 2010
    Adobe eBook Reader
    9780511904011
    0 pages
    0kg
    65 b/w illus. 19 tables 64 exercises
    This ISBN is for an eBook version which is distributed on our behalf by a third party.

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    This title is available for institutional purchase via Cambridge Core

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    Contents

    Table of Contents

    • 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.
      • Show more
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    Additional Information
    About the authors
      Authors
    • Rob Donovan , Curtin University of Technology, Perth

      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 , Edith Cowan 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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