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Principles and Practice of Social Marketing
An International Perspective


  • Date Published: October 2010
  • availability: Available
  • format: Paperback
  • isbn: 9780521167376

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About the Authors
  • 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
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    Product details

    • Date Published: October 2010
    • format: Paperback
    • isbn: 9780521167376
    • length: 526 pages
    • dimensions: 246 x 190 x 25 mm
    • weight: 1.11kg
    • contains: 65 b/w illus. 19 tables 64 exercises
    • availability: Available
  • Table of Contents

    List of figures
    List of tables
    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

  • Resources for

    Principles and Practice of Social Marketing

    Rob Donovan, Nadine Henley

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  • Instructors have used or reviewed this title for the following courses

    • Applied Entrepreneurship
    • Consumer Behavior
    • Effective Business Communication
    • Entrepreneurial Marketing
    • Internet Entrepreneurship
    • Internet Marketing
    • Introduction to Social Policy
    • Marketing Communications
    • Marketing Trends
    • Marketing for Nonprofits
    • Marketing in A Global Society
    • New Media
    • New Media and Global Media
    • Principles of Marketing
    • Retail Management
    • Sales and Relationship Marketing
    • Social Marketing
    • Social Media & Mobile Marketing
    • Social, Nonprofit, and Public Sector Marketing
    • e-commerce
  • 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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