Principles and Practice of Social Marketing combines the authors' practical commercial marketing know-how, hands-on experience in developing and implementing social marketing campaigns, and extensive involvement in formative and evaluative research across a broad variety of health and social policy areas. This new international edition will be essential reading for undergraduate and graduate courses in Social Marketing and for anyone involved in social marketing or health promotion, public health interventions, injury prevention or public welfare in general.
- 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: November 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
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.
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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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Principles and Practice of Social Marketing
An International Perspective

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