Social Marketing Casebook brings together for the first time a dedicated collection of social marketing case studies and vignettes from around the world.
Each case study is explored from the scoping and research stage right through to evaluation, providing the reader with a complete overview of the most important building blocks in social marketing and how these can be applied to the real world, including:
– Insights from the key people involved in social marketing and the identification of the common themes associated with successful social marketing strategies.
– An international range of cases from the health, environmental and civic sectors, from national and governmental programmes to local, small-budget interventions;
– Comprehensive coverage of the whole process, from strategy, and implementation, through to the challenges and lessons learned; and
– Academic exercises, discussion questions and references to reinforce student learning.
This book demystifies social marketing for undergraduate and postgraduate marketing and health studies students, as well as practitioners in government, public institutions, NGOs and private organisations looking to develop more effective social change programmes.
Table des matières
Introduction
Key Principles and Concepts of Social Marketing
Planning Social Marketing
Developing Culturally Sensitive Interventions
Community-Based Social Marketing
Segmenting Target Audiences
Using Theory to Develop Effective Interventions
Inroads into Africa: Enabling Local Services
Being Honest about Challenges
Reaching the ′Hard to Reach′
Using a Full Intervention Mix
Using Service ′Pull′ to Complement Customer ′Push′
Working with Local Services
Building Strong Communications into the Marketing Mix
Using Enforcement in the Methods Mix
Creating Access to the Right Products
Co-Production with the Private Sector
′Franchising′ Social Marketing
Changing Behaviour Holistically
The Importance of Evaluation
Overview and Top Tips
A propos de l’auteur
Dr Lucy Reynolds founded the National Social Marketing Centre’s widely acclaimed evidence resource, Show Case, and is an expert in UK and international social marketing evidence. Lucy has published widely on social marketing theory and practice, in a academic, health and environment journals, as well as appearing on Radio 4. Lucy is a senior consultant at Finnamore, the UK’s largest independent health consultancy, where she specialises in health inequalities, performance transformation and assets management.
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