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Hastings, Gerard

SAGE Handbook of Social Marketing (Gebundene Ausgabe)

Sage Publications Ltd, November 2011


Sprache: Englisch - 253x182x32 mm

ISBN: 1849201889 EAN: 9781849201889

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.

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Inhaltsverzeichnis

Foreword - Philip Kotler and Nancy R. LeeIntroduction: A Movement in Social Marketing - Gerard HastingsPART ONE: THEORETICAL DEBATESTheoretical Models of Behaviour Change - Rob DonovanSocial Models for Social Marketing: Social Diffusion, Social Networks, Social Capital, Social Determinants and Social Franchising - R. Craig LefebvreRelationship Marketing and Social Marketing - Susana Marques and Christine DomeganUnderstanding Social Norms: Upstream and Downstream Applications For Social Marketers - Patrick Kenny and Gerard HastingsDesign Thinking, Demarketing and Behavioural Economics: Fostering Interdisciplinary Growth in Social Marketing - R. Craig Lefebvre and Philip Kotler Critical Marketing: Theoretical Underpinnings - Michael SarenNew Approaches Towards Resistance to Persuasion - Petia K. Petrova and Robert B. CialdiniPART TWO: MARKETING PLANNINGSegmentation and Targeting - Lynne Doner Lotenberg, Carol Schechter and John StrandCompetition and Positioning - Gary Noble and Debra Z. BasilThe Social Marketing Mix - A Critical Review - Ken Peattie and Sue PeattieCommunications in Social Marketing - Dana L. Alden, Michael D. Basil and Sameer DeshpandeNew Media in Social Marketing - Darren Mays, James B. Weaver and Jay M. Bernhardt PART THREE: RESEARCH - ITS ROLE AND TECHNIQUESEvaluation in Social Marketing - Martine Stead and Robert J. McDermottQualitative Research Methods In Social Marketing - Simone Pettigrew and Michele RobertsMeasurement in Quantitative Methods - Fiona J. HarrisPART FOUR: DANCING WITH THE DEVILCritical Marketing: Applications - Janet HoekSocial 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 PallazoEthical Challenges in Commercial Social Marketing - Thomas Anker and Klemens KappelInternal Social Marketing: Lessons From the Field of Services Marketing - Anne M. SmithPART FIVE: UPSTREAM AND SOCIAL CHANGEImpoverished Consumers and Social Marketing - Ronald Paul HillSocial Marketing and International Development - Georgina Cairns, Bruce Mackay and Laura MacDonaldSocial Marketing for a Sustainable Environment - Sue Peattie and Ken PeattieBusiness as Unusual: The Contribution of Social Marketing to Government Policy Making and Strategy Development - Jeff FrenchPART SIX: SOCIAL MARKETING IN PRACTICE: CASE STUDIESSocial Marketing and Advocacy - William D. Novelli and Boe WorkmanSocial Marketing and Tobacco Control - Timothy Dewhirst and Wonkyong Beth LeeSocial 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

Über den Autor

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.

Kritikerstimmen

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

ISBN 1-849201-88-9, ISBN 1-84-920188-9, ISBN 1-84920-188-9, ISBN 1-849-20188-9, ISBN 1-8492-0188-9

ISBN 978-1-849201-88-9, ISBN 978-1-84-920188-9, ISBN 978-1-84920-188-9, ISBN 978-1-849-20188-9, ISBN 978-1-8492-0188-9

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