Principles and Practice of Social Marketing: An International Perspective

Rob Donovan; Nadine Henley

doi:10.1017/CBO9780511761751

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

Frontmatter
pp i-iv
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Contents
pp v-x
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Tables
pp xi-xi
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Figures
pp xii-xiv
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Preface
pp xv-xvi
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Acknowledgements
pp xvii-xx
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1 - Social marketing and social change
pp 1-22
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2 - Principles of marketing
pp 23-43
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3 - Social marketing and the environment
pp 44-69
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4 - Advocacy and environmental change
pp 70-87
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5 - Principles of communication and persuasion
pp 88-124
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6 - Models of attitude and behaviour change
pp 125-157
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7 - Research and evaluation
pp 158-194
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8 - Ethical issues in social marketing
pp 195-216
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9 - The competition
pp 217-251
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10 - Segmentation and targeting
pp 252-281
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11 - The marketing mix
pp 282-319
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12 - Using media in social marketing
pp 320-363
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13 - Using sponsorship to achieve changes in people, places and policies
pp 364-393
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14 - Planning and developing social marketing campaigns and programmes
pp 394-406
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15 - Case study: the Act–Belong–Commit campaign promoting positive mental health
pp 407-428
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References
pp 429-484
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Index
pp 485-504
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Principles and Practice of Social Marketing

An International Perspective

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Contents

Frontmatter
pp i-iv

Contents
pp v-x

Tables
pp xi-xi

Figures
pp xii-xiv

Preface
pp xv-xvi

Acknowledgements
pp xvii-xx

1 - Social marketing and social change
pp 1-22

2 - Principles of marketing
pp 23-43

3 - Social marketing and the environment
pp 44-69

4 - Advocacy and environmental change
pp 70-87

5 - Principles of communication and persuasion
pp 88-124

6 - Models of attitude and behaviour change
pp 125-157

7 - Research and evaluation
pp 158-194

8 - Ethical issues in social marketing
pp 195-216

9 - The competition
pp 217-251

10 - Segmentation and targeting
pp 252-281

11 - The marketing mix
pp 282-319

12 - Using media in social marketing
pp 320-363

13 - Using sponsorship to achieve changes in people, places and policies
pp 364-393

14 - Planning and developing social marketing campaigns and programmes
pp 394-406

15 - Case study: the Act–Belong–Commit campaign promoting positive mental health
pp 407-428

References
pp 429-484

Index
pp 485-504

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Principles and Practice of Social Marketing

An International Perspective

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