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Social Marketing and Social Change
Strategies and Tools For Improving Health, Well–Being, and the Environment
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Main description:

How can we facilitate more effective, efficient, equitable and sustainable solutions to the problems that confound our communities and world? R. Craig Lefebvre weaves together multi–level theories of change, research, and case studies to explain and illustrate the development of social marketing to address some of society′s most vexing problems. The result is a people–centered approach that relies on insight and empathy as much as on data for the inspiration, design, and management of programs that strive for changes for good. This text is ideal for students and professionals in health, nonprofit, business, social services, and other areas.


"This is it the comprehensive, brainy road map for tackling wicked social problems. It′s all right here: how to create and innovate, build and implement, manage and measure, scale up and sustain programs that go well beyond influencing individual behaviors, all the way to broad social change in a world that needs the help."


Bill Novelli, professor, McDonough School of Business, Georgetown University; former CEO, AARP; and co–founder and president of Porter Novelli and president of its Campaign for Tobacco–Free Kids.


"I′m unaware of a more substantive treatise on social marketing and social change. Theoretically based, pedagogically focused, transdisciplinary, innovative, and action oriented: this book is right for our time, our purpose, and our future thinking and action."


Robert Gold, MS, PhD, Professor of Public Health and former dean of the School of Public Health at the University of Maryland, College Park.


"This book like its author is innovative and forward–looking, yet also well–grounded in the full range of important social marketing fundamentals."


Edward Maibach, MPH, PhD, University Professor and director of the Center for Climate Change Communication, George Mason University.


Back cover:

How can we facilitate more effective, efficient, equitable and sustainable solutions to the problems that confound our communities and world? R. Craig Lefebvre weaves together multi–level theories of change, research, and case studies to explain and illustrate the development of social marketing to address some of society′s most vexing problems. The result is a people–centered approach that relies on insight and empathy as much as on data for the inspiration, design, and management of programs that strive for changes for good. This text is ideal for students and professionals in health, nonprofit, business, social services, and other areas.


"This is it the comprehensive, brainy road map for tackling wicked social problems. It′s all right here: how to create and innovate, build and implement, manage and measure, scale up and sustain programs that go well beyond influencing individual behaviors, all the way to broad social change in a world that needs the help."


Bill Novelli, professor, McDonough School of Business, Georgetown University; former CEO, AARP; and co–founder and president of Porter Novelli and president of its Campaign for Tobacco–Free Kids.


"I′m unaware of a more substantive treatise on social marketing and social change. Theoretically based, pedagogically focused, transdisciplinary, innovative, and action oriented: this book is right for our time, our purpose, and our future thinking and action."


Robert Gold, MS, PhD, Professor of Public Health and former dean of the School of Public Health at the University of Maryland, College Park.


"This book like its author is innovative and forward–looking, yet also well–grounded in the full range of important social marketing fundamentals."


Edward Maibach, MPH, PhD, University Professor and director of the Center for Climate Change Communication, George Mason University.


Contents:

Figures and Tables xi


Acknowledgments xiii


Preface xix


The Author xxv


Chapter 1 The History and Domains of Social Marketing 1


Learning Objectives 2


The Change We Need: New Ways of Thinking About Social Issues 2


Wicked Problems and Their Solution 5


Why Use Social Marketing? 9


What Is Social Marketing? 13


A Historical Perspective 15


Summary 30


Key Terms 31


Discussion Questions 31


Chapter 2 Principles of Social Marketing 33


Learning Objectives 34


The Characteristics of Social Marketing 34


How Can We Use Social Marketing? 38


Strategic Social Marketing 41


Ethics for Social Marketing 70


Summary 72


Key Terms 73


Discussion Questions 74


Chapter 3 Determinants, Context, and Consequences for Individual and Social Change 75


Learning Objectives 76


Why Use Theory? 77


From Individual to System Levels of Analysis: Changing Scales of Reality 91


Mindspace 97


Shifting from Individuals to Markets 115


Summary 119


Key Terms 120


Discussion Questions 121


Chapter 4 Segmentation and Competition 123


Learning Objectives 124


Segmentation 124


Competition 143


Summary 153


Key Terms 154


Discussion Questions 154


Chapter 5 Moving from Descriptions of People to Understanding, Empathy, and Insight 157


Learning Objectives 158


The Depth Deficit 160


Priority Group Personas or Archetypes 163


The Creative Brief 169


The Vital Function of the Planner 175


Insight 177


Designing Research for Empathy, Insight, and Inspiration 184


Summary 202


Key Terms 203


Discussion Questions 203


Chapter 6 The Consumer Experience as the Marketer s Touchpoint 205


Learning Objectives 206


Going Out of Our Heads 207


Exploratory Formative Research: Online Health Information Behaviors 215


A Continuum of Touchpoints 244


Summary 247


Key Terms 247


Discussion Questions 248


Chapter 7 Strategic Positioning and Brands 249


Learning Objectives 250


Positioning 250


Positioning Concurrency as an HIV Risk Behavior 252


Brands 254


Summary 265


Key Terms 266


Discussion Questions 266


Chapter 8 Embedding Marketing in Programs and Organizations: Developing Strategy 269


Learning Objectives 270


Creating a Marketing Strategy 272


Applying Social Marketing Anywhere, Anytime 288


Ways to Improve Social Marketing Programs 305


Summary 307


Key Terms 308


Discussion Questions 308


Chapter 9 Using Marketing Mix Components for Program Development 309


Learning Objectives 310


Products 311


Services 314


Places 321


Prices 325


Promotion 336


Pulling It All Together 345


Summary 346


Key Terms 347


Discussion Questions 348


Chapter 10 Monitoring and Evaluation 349


Learning Objectives 350


Program Monitoring 351


Evaluation 361


Summary 382


Key Terms 383


Discussion Questions 384


Chapter 11 Personal and Community Engagement in Change 385


Learning Objectives 386


Community–Based Approaches to Social Marketing 386


Shifting from Engagement to Activation 406


Can Social Marketing Revitalize Communities? 408


Summary 410


Key Terms 410


Discussion Questions 411


Chapter 12 Social Technologies for Social Marketing and Social Change 413


Learning Objectives 414


Developing Strategies for Social Media 414


Mobile Technologies 431


Pulling It Together: The Media Multiplexity Idea 440


Implications of Social and Mobile Technologies for Marketing Social Change 441


Summary 444


Key Terms 444


Discussion Questions 445


Chapter 13 Social Marketing for Dissemination and Program Sustainability 447


Learning Objectives 448


Dissemination of Program and Service Innovations 448


Marketing to Achieve Sustainable Programs 460


Summary 472


Key Terms 473


Discussion Questions 474


Chapter 14 Management and Innovation 475


Learning Objectives 476


Creating a Marketing Culture 476


Innovations 491


Looking to the Future of Social Marketing 497


Summary 501


Key Terms 503


Discussion Questions 503


References 505


Index 541


PRODUCT DETAILS

ISBN-13: 9781118221501
Publisher: John Wiley & Sons
Publication date: April, 2013
Pages: 608

Subcategories: Public Health

MEET THE AUTHOR

R. Craig Lefebvre, PhD is a thought leader and practice advocate for applying marketing to social issues. He is chief maven at socialShift a social design, marketing, and media consultancy, lead change designer at RTI International, and research professor in the University of South Florida College of Public Health.