Principles and Practice of Social Marketing

Principles and Practice of Social Marketing An International Perspective

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Rob Donovan, Curtin University of Technology, Perth

Nadine Henley, Edith Cowan University, Western Australia 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. Features • 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

Paperback | 9780521167376 | 524 pages | 65 illustrations | 19 tables | 64 exercises 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 ActBelong-Commit Campaign promoting positive mental health Index.

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