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.
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.
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. McDermott 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 MacDonald 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. McDermott, Kelli R. McCormack Brown and Rosemary Thackeray Social Marketing: A Future Rooted in the Past - William Smith
This SAGE Handbook marks an important milestone in the history of social marketing. Not only does its publication acknowledge just how far we've come in the past four decades, but this reference manual provides social marketers with a valuable overview of the field today and thought provoking discussions of cutting edge issues that will shape our future Philip Kotler, Northwestern University and Nancy R. Lee Social Marketing Services, Inc -- Philip Kotler and Nancy R. Lee This SAGE Handbook marks an important milestone in the history of social marketing. Not only does its publication acknowledge just how far we've come in the past four decades, but this reference manual provides social marketers with a valuable overview of the field today and thought provoking discussions of cutting edge issues that will shape our future Philip Kotler, Northwestern University and Nancy R. Lee Social Marketing Services, Inc
