For the first time, this benchmark handbook brings together a systematic framework and state-of-the-art thinking to provide complete coverage of the social marketing discipline. It presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments by:
– examining the defining elements of social marketing, their intellectual origins, evolution, current status and direction of travel;
– discussing how these have been used in practice, emphasising emerging areas and recent innovations; and
– setting the agenda for future research and development in the discipline.
For academics, this book will fill the gap in comprehensive social marketing literature, while being of interest to policymakers and post-graduate marketing and health studies students alike as it explores the idea that tools used to market fast-moving consumer goods and financial services can also be applied to pressing social problems.
Inhaltsverzeichnis
Foreword – Philip Kotler and Nancy R. Lee
Introduction: A Movement in Social Marketing – Gerard Hastings
PART ONE: THEORETICAL DEBATES
Theoretical Models of Behaviour Change – Rob Donovan
Social Models for Social Marketing: Social Diffusion, Social Networks, Social Capital, Social Determinants and Social Franchising – R. Craig Lefebvre
Relationship Marketing and Social Marketing – Susana Marques and Christine Domegan
Understanding Social Norms: Upstream and Downstream Applications For Social Marketers – Patrick Kenny and Gerard Hastings
Design Thinking, Demarketing and Behavioural Economics: Fostering Interdisciplinary Growth in Social Marketing – R. Craig Lefebvre and Philip Kotler
Critical Marketing: Theoretical Underpinnings – Michael Saren
New Approaches Towards Resistance to Persuasion – Petia K. Petrova and Robert B. Cialdini
PART TWO: MARKETING PLANNING
Segmentation and Targeting – Lynne Doner Lotenberg, Carol Schechter and John Strand
Competition and Positioning – Gary Noble and Debra Z. Basil
The Social Marketing Mix – A Critical Review – Ken Peattie and Sue Peattie
Communications in Social Marketing – Dana L. Alden, Michael D. Basil and Sameer Deshpande
New Media in Social Marketing – Darren Mays, James B. Weaver and Jay M. Bernhardt
PART THREE: RESEARCH – ITS ROLE AND TECHNIQUES
Evaluation in Social Marketing – Martine Stead and Robert J. Mc Dermott
Qualitative Research Methods In Social Marketing – Simone Pettigrew and Michele Roberts
Measurement in Quantitative Methods – Fiona J. Harris
PART FOUR: DANCING WITH THE DEVIL
Critical Marketing: Applications – Janet Hoek
Social Marketing′s Response to the Alcohol Problem: Who′s Conducting the Orchestra? – Sandra C. Jones
From Social Marketing to Corporate Social Marketing – changing consumption habits as the new frontier of Corporate Social Responsibility – Guido Pallazo
Ethical Challenges in Commercial Social Marketing – Thomas Anker and Klemens Kappel
Internal Social Marketing: Lessons From the Field of Services Marketing – Anne M. Smith
PART FIVE: UPSTREAM AND SOCIAL CHANGE
Impoverished Consumers and Social Marketing – Ronald Paul Hill
Social Marketing and International Development – Georgina Cairns, Bruce Mackay and Laura Mac Donald
Social Marketing for a Sustainable Environment – Sue Peattie and Ken Peattie
Business as Unusual: The Contribution of Social Marketing to Government Policy Making and Strategy Development – Jeff French
PART SIX: SOCIAL MARKETING IN PRACTICE: CASE STUDIES
Social Marketing and Advocacy – William D. Novelli and Boe Workman
Social Marketing and Tobacco Control – Timothy Dewhirst and Wonkyong Beth Lee
Social Marketing and the Health Educator – Robert J. Mc Dermott, Kelli R. Mc Cormack Brown and Rosemary Thackeray
Social Marketing: A Future Rooted in the Past – William Smith
Über den Autor
Kathryn joined the Institute for Social Marketing (formerly the Centre for Social Marketing at the University of Strathclyde) in 2001. She has extensive experience in designing literature searches and conducting evidence-based reviews on a variety of public health and social topics. Over the past few years she has co-authored systematic and other evidence-based reviews for a range of funders on the effects of food promotion to children; the impact of alcohol marketing on young people; initiatives to change attitudes, knowledge and behaviour; young people and smoking; and initiatives to encourage individuals to use the outdoor environment for physical activity.
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