Social Marketing and Social Change Strategies and Tools for Improving Health, Well-Being, and the Environment

ISBN-10: 0470936843
ISBN-13: 9780470936849
Edition: 2013
List price: $57.50 Buy it from $30.40 Rent it from $33.77
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Description: Focusing on the use of marketing principles and techniques to develop population-based health promotion and disease prevention programs, this book features a practical emphasis for incorporating a marketing orientation and marketing techniques to  More...

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Book details

List price: $57.50
Copyright year: 2013
Publisher: John Wiley & Sons, Limited
Publication date: 4/2/2013
Binding: Paperback
Pages: 592
Size: 7.25" wide x 9.50" long x 1.25" tall
Weight: 2.376
Language: English

Focusing on the use of marketing principles and techniques to develop population-based health promotion and disease prevention programs, this book features a practical emphasis for incorporating a marketing orientation and marketing techniques to address the diverse range of issues and problems that are encountered in the practice of public health. Its comprehensive view of social marketing includes its research base, its applications to a diverse set of social problems, and the focus on the public health field. The book promotes social marketers as scientists-practitioners who must understand the theory and research of social marketing as it is applied to designing effective social change programs.

Figures and Tables
Acknowledgments
Preface
The Author
The History and Domains of Social Marketing
Learning Objectives
The Change We Need: New Ways of Thinking About Social Issues
Wicked Problems and Their Solution
Why Use Social Marketing?
What Is Social Marketing?
A Historical Perspective
Summary
Key Terms
Discussion Questions
Principles of Social Marketing
Learning Objectives
The Characteristics of Social Marketing
How Can We Use Social Marketing?
Strategic Social Marketing
Ethics for Social Marketing
Summary
Key Terms
Discussion Questions
Determinants, Context, and Consequences for Individual and Social Change
Learning Objectives
Why Use Theory?
From Individual to System Levels of Analysis: Changing Scales of Reality
Mindspace
Shifting from Individuals to Markets
Summary
Key Terms
Discussion Questions
Segmentation and Competition
Learning Objectives
Segmentation
Competition
Summary
Key Terms
Discussion Questions
Moving from Descriptions of People to Understanding, Empathy, and Insight
Learning Objectives
The Depth Deficit
Priority Group Personas or Archetypes
The Creative Brief
The Vital Function of the Planner
Insight
Designing Research for Empathy, Insight, and Inspiration
Summary
Key Terms
Discussion Questions
The Consumer Experience as the Marketer's Touchpoint
Learning Objectives
Going Out of Our Heads
Exploratory Formative Research: Online Health Information Behaviors
A Continuum of Touchpoints
Summary
Key Terms
Discussion Questions
Strategic Positioning and Brands
Learning Objectives
Positioning
Positioning Concurrency as an HIV Risk Behavior
Brands
Summary
Key Terms
Discussion Questions
Embedding Marketing in Programs and Organizations: Developing Strategy
Learning Objectives
Creating a Marketing Strategy
Applying Social Marketing Anywhere, Anytime
Ways to Improve Social Marketing Programs
Summary
Key Terms
Discussion Questions
Using Marketing Mix Components for Program Development
Learning Objectives
Products
Services
Places
Prices
Promotion
Pulling It All Together
Summary
Key Terms
Discussion Questions
Monitoring and Evaluation
Learning Objectives
Program Monitoring
Evaluation
Summary
Key Terms
Discussion Questions
Personal and Community Engagement in Change
Learning Objectives
Community-Based Approaches to Social Marketing
Shifting from Engagement to Activation
Can Social Marketing Revitalize Communities?
Summary
Key Terms
Discussion Questions
Social Technologies for Social Marketing and Social Change
Learning Objectives
Developing Strategies for Social Media
Mobile Technologies
Pulling It Together: The Media Multiplexity Idea
Implications of Social and Mobile Technologies for Marketing Social Change
Summary
Key Terms
Discussion Questions
Social Marketing for Dissemination and Program Sustainability
Learning Objectives
Dissemination of Program and Service Innovations
Marketing to Achieve Sustainable Programs
Summary
Key Terms
Discussion Questions
Management and Innovation
Learning Objectives
Creating a Marketing Culture
Innovations
Looking to the Future of Social Marketing
Summary
Key Terms
Discussion Questions
References
Index

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