Social Marketing In Action

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Social Marketing in Action

Debra Z. Basil,Gonzalo Diaz-Meneses,Michael D. Basil
Social Marketing in Action Book PDF

Author : Debra Z. Basil,Gonzalo Diaz-Meneses,Michael D. Basil
Publisher : Springer
Page : 474 pages
File Size : 48,8 Mb
Release : 2019-05-24
Category : Business & Economics
ISBN : 9783030130206

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Social Marketing in Action by Debra Z. Basil,Gonzalo Diaz-Meneses,Michael D. Basil Pdf

This textbook provides students with real-world social marketing case studies from different countries and regions around the world, taking learners from classroom theory to practice. The primary objective is to clearly portray to students distinct, identifiable steps that are essential for successful social marketing campaigns. Core social marketing practices are applied to each case to help students master social marketing principles and apply them to their own real world social marketing activities in order to affect positive social change. This textbook first provides the tools necessary to understand the effective applica- tion of social marketing, and then offers 24 case studies exemplifying effective social marketing efforts from all around the world. Specifically, Part I clearly and concisely explains the principles of social marketing in five chapters: • Upstream vs. downstream social marketing, SWOT, competition • Fundamentals of social marketing, ethics • Formative and Evaluative Research • Theories applied in social marketing • A historical perspective on social marketing Part II features 24 social marketing case studies that demonstrate the application of social marketing principles. All 24 cases follow a consistent structure that includes: • Background • Positioning • SWOT • Research • Objectives • The 4 P’s • Target audience • Evaluation • Barriers and benefits • Discussion • Competition This format allows for students and professors to easily and effectively select individual cases and compare between cases. This textbook also allows instructors to encourage critical thinking by having students compare and contrast not only the cases themselves, but the applications used. In addition, teaching guides with answers to discussion questions, suggestions for activities inside and outside of the classroom and further readings are available to assist professors in teaching from this book.

Fostering Sustainable Behavior

Doug McKenzie-Mohr
Fostering Sustainable Behavior Book PDF

Author : Doug McKenzie-Mohr
Publisher : New Society Publishers
Page : 184 pages
File Size : 46,7 Mb
Release : 2011-02-01
Category : Business & Economics
ISBN : 9781550924626

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Fostering Sustainable Behavior by Doug McKenzie-Mohr Pdf

The highly acclaimed manual for changing everyday habits-now in an all-newthird edition! We are consuming resources and polluting our environment at a rate that is outstripping our planet's ability to support us. To create a sustainable future, we must not only change our own actions, we must educate and encourage those around us to change theirs. If one individual recycles his plastic containers, the impact is minimal. But if an entire community recycles, enormous amounts of resources are saved. How then do we go about transforming people's good intentions into action? Fostering Sustainable Behavior explains how the field of community-based social marketing has emerged as an effective tool for encouraging positive social change. This completely revised and updated third edition contains a wealth of new research, behavior change tools, and case studies. Learn how to: target unsustainable behaviors, and identify the barriers to change understand various commitment strategies communicate effective messages enhance motivation and invite participation. The strategies introduced in this ground-breaking manual are an invaluable resource for anyone interested in promoting sustainable behavior, including environmental conservation, recycling and waste reduction, water and energyefficiency and alternative transportation.

Case Studies on Social Marketing

M. Mercedes Galan-Ladero,Helena M. Alves
Case Studies on Social Marketing Book PDF

Author : M. Mercedes Galan-Ladero,Helena M. Alves
Publisher : Springer
Page : 254 pages
File Size : 45,5 Mb
Release : 2019-02-20
Category : Business & Economics
ISBN : 9783030048433

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Case Studies on Social Marketing by M. Mercedes Galan-Ladero,Helena M. Alves Pdf

Social marketing has become an indispensable tool for all types of organizations worldwide. This book presents high-quality cases on the development, implementation, and analysis of different social marketing campaigns that have been created by non-governmental organizations, public administrations, and even businesses. The respective cases reflect the fact that, although social marketing was initially employed by public administrations and NGOs, the number of campaigns developed by all type of organizations, including businesses, is on the rise; in fact, Corporate Social Marketing is now considered to be one of the main CSR initiatives at businesses around the globe. Pursuing an international approach, the cases in the book explore social marketing practices from a diverse set of countries and cultures around the world.

Social Marketing

Nancy R. Lee,Philip Kotler
Social Marketing Book PDF

Author : Nancy R. Lee,Philip Kotler
Publisher : SAGE Publications
Page : 889 pages
File Size : 50,6 Mb
Release : 2015-01-14
Category : Business & Economics
ISBN : 9781483380667

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Social Marketing by Nancy R. Lee,Philip Kotler Pdf

Turning Principle into Practice Social Marketing: Changing Behaviors for Good is the definitive textbook for the planning and implementation of programs designed to influence social change. No other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action. Nancy R. Lee (a preeminent lecturer, consultant, and author in social marketing) and Philip Kotler (an influential individual in the field who coined the term “social marketing” in 1971 with Gerald Zaltman) demonstrate how traditional marketing principles and techniques are successfully applied to campaigns and efforts to improve health, decrease injuries, protect the environment, build communities and enhance financial well-being. The Fifth Edition contains more than 26 new cases highlighting the 10 step planning model, and a new chapter describing major theories, models and frameworks that inform social marketing strategies and inspire social marketers.

Social Marketing

Gerard Hastings,Christine Domegan
Social Marketing Book PDF

Author : Gerard Hastings,Christine Domegan
Publisher : Taylor & Francis
Page : 478 pages
File Size : 49,8 Mb
Release : 2023-04-20
Category : Business & Economics
ISBN : 9781000847901

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Social Marketing by Gerard Hastings,Christine Domegan Pdf

Social Marketing shows how marketing techniques can be used to social ends and tackle the immense challenges humankind faces. Social inequalities have driven popular revolts, from Black Lives Matter to Brexit, the climate is in crisis, and COVID-19 has highlighted power imbalances across the globe. In these turbulent times, this fourth edition will arm you with: Fresh content on climate breakdown, inequality and diversity, public health and poverty The critical capacity to analyse the origins, workings and future of our economic system Contemporary case studies from around the world demonstrating how change happens Reflective questions and critical thinking tasks to aid understanding This popular introductory textbook has been fully updated to enable you to challenge the bad, champion the good and enact meaningful change. If you already have marketing know-how, then it will help you apply this in a health, social and ecological context. If you come from a social science, public health or ecological background, and have little knowledge of marketing, it will introduce you to its key principles and give you the chance to apply these ideas in familiar settings.

Social Marketing for Public Health

Hong Cheng,Philip Kotler,Nancy Lee
Social Marketing for Public Health Book PDF

Author : Hong Cheng,Philip Kotler,Nancy Lee
Publisher : Jones & Bartlett Learning
Page : 451 pages
File Size : 53,7 Mb
Release : 2011
Category : Business & Economics
ISBN : 9780763757977

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Social Marketing for Public Health by Hong Cheng,Philip Kotler,Nancy Lee Pdf

Social Marketing for Public Health: Global Trends and Success Stories explores how traditional marketing principles and techniques are being used to increase the effectiveness of public health programs-around the world. While addressing the global issues and trends in social marketing, the book highlights successful health behavior change campaigns launched by governments, by a combination of governments, NGOs, and businesses, or by citizens themselves in 15 countries of five continents. Each chapter examines a unique, current success story, ranging from anti-smoking campaigns to HIV-AIDS prev

Social Marketing in the 21st Century

Alan R. Andreasen
Social Marketing in the 21st Century Book PDF

Author : Alan R. Andreasen
Publisher : SAGE
Page : 284 pages
File Size : 48,9 Mb
Release : 2006
Category : Business & Economics
ISBN : 1412916348

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Social Marketing in the 21st Century by Alan R. Andreasen Pdf

This text is well-grounded in scholarship, synthesizes a number of streams of thought, and then proposes thought-provoking applications for an existing approach to social and behavioral change through social marketing. It could be used with a number of courses and disciplines. The level of detail, use of various sources and the variety of examples make it appropriate for graduate level studies. It can also serve the social marketing or behavior change practitioner who wishes to enhance or expand his or her field of practice to include "upstream" approaches. - Written by a highly regarded academic in the Social Marketing community. - Encourages Social Marketers to think beyond the "downstream" market of individuals whose behavior they are trying to influence to include the "upstream" market of individuals whose participation is needed to make changes. - Utilizes and synthesizes a number of different strands of scholarship (the evolution of social problems, the science of framing, the process of social change, social marketing history and elements, etc.)

Social Marketing and Advertising in the Age of Social Media

Lukas Parker,Linda Brennan
Social Marketing and Advertising in the Age of Social Media Book PDF

Author : Lukas Parker,Linda Brennan
Publisher : Edward Elgar Publishing
Page : 192 pages
File Size : 46,9 Mb
Release : 2020-11-27
Category : Business & Economics
ISBN : 9781786434678

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Social Marketing and Advertising in the Age of Social Media by Lukas Parker,Linda Brennan Pdf

This book provides much-needed insight into current social marketing and advertising practices. The authors offer a framework for social marketing, before exploring the mechanics of social media and present marketing strategy. Chapters cover the use of both positive and negative emotions in social marketing and advertising, and explore the ethical challenges associated with the practice in the age of social media.

Social Marketing

Nancy R. Lee,Philip Kotler
Social Marketing Book PDF

Author : Nancy R. Lee,Philip Kotler
Publisher : SAGE Publications
Page : 521 pages
File Size : 50,9 Mb
Release : 2011-10-20
Category : Social Science
ISBN : 9781412981491

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Social Marketing by Nancy R. Lee,Philip Kotler Pdf

The Fourth Edition of Social Marketing is the definitive textbook for the planning and implementation of programs designed to bring about social change. No other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action. It provides a solid foundation of fundamental marketing principles and techniques, and then expands them to illustrate techniques specific to practitioners and agencies with missions to enhance public health, prevent injuries, protect the environment, and motivate community involvement.This book is coauthored by arguably the most influential individual in the field of marketing, Philip Kotler, who coined the term "social marketing" in 1971 (with Gerald Zaltman) and Nancy R. Lee, a preeminent lecturer, consultant, and author in social marketing. Key Features: - Presents an introductory case for each chapter, and a concluding case for a majority of chapters to demonstrate for students why and how social marketing works. - Enhances understanding with chapter summaries of key points and questions for discussion. - Provides a step-by-step guide to developing a marketing plan, with chapters presented sequentially to support planning development and the inclusion of worksheets in the appendix; - It incorporates contributions from a range of internationally known social marketers who provide real cases to set the stage for each chapter. Past contributors have included individuals from the CDC, National Centre for Social Marketing, AARP, the Office of National Drug Control Policy, and others.

Formative Research in Social Marketing

Krzysztof Kubacki,Sharyn Rundle-Thiele
Formative Research in Social Marketing Book PDF

Author : Krzysztof Kubacki,Sharyn Rundle-Thiele
Publisher : Springer
Page : 290 pages
File Size : 55,5 Mb
Release : 2016-10-07
Category : Business & Economics
ISBN : 9789811018299

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Formative Research in Social Marketing by Krzysztof Kubacki,Sharyn Rundle-Thiele Pdf

This book brings together the state of the art and current debates in the field of formative research, and examines many of the innovative methods largely overlooked in the available literature. This book will help social marketing to move beyond surveys and focus groups. The book addresses the needs of social marketing academics and practitioners alike by providing a robust and critical academic discussion of cutting-edge research methods, while demonstrating at the same time how each respective method can help us arrive at a deeper understanding of the issues that social marketing interventions are seeking to remedy. Each chapter includes a scholarly discussion of key formative research methods, a list of relevant internet resources, and three key readings for those interested in extending their understanding of the method. Most chapters also feature a short case study demonstrating how the methods are used.

Social Marketing and Social Change

R. Craig Lefebvre
Social Marketing and Social Change Book PDF

Author : R. Craig Lefebvre
Publisher : John Wiley & Sons
Page : 592 pages
File Size : 41,7 Mb
Release : 2013-02-18
Category : Medical
ISBN : 9780470936849

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Social Marketing and Social Change by R. Craig Lefebvre Pdf

How can we facilitate more effective, efficient, equitable and sustainable solutions to the problems that confound our communities and world? Social marketing guru 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 founder, Porter Novelli and the 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, Center for Climate Change Communication, George Mason University

Social Marketing to Protect the Environment

Doug McKenzie-Mohr,Nancy R. Lee,Philip Kotler,P. Wesley Schultz
Social Marketing to Protect the Environment Book PDF

Author : Doug McKenzie-Mohr,Nancy R. Lee,Philip Kotler,P. Wesley Schultz
Publisher : SAGE Publications
Page : 257 pages
File Size : 40,6 Mb
Release : 2011-05-11
Category : Business & Economics
ISBN : 9781412991292

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Social Marketing to Protect the Environment by Doug McKenzie-Mohr,Nancy R. Lee,Philip Kotler,P. Wesley Schultz Pdf

Social marketing takes key marketing principles and applies them to campaigns and efforts to influence social action. In Social Marketing to Protect the Environment, the focus turns to the environment, and how social marketing can be successful to change environmental behaviour. The text begins with a definition of the Social Marketing Model and includes a discussion of various tools that can be used to develop social marketing strategies. It then moves into sections on Residential-Related Behaviours and Commercial-Related Behaviours. These sections follow a consistent format and: - Describe a variety of environmental issues - Give examples of the numerous changes in behaviours and/or practices that would contribute to reducing the problem - Provide mini-cases that illustrate the successful use of social marketing principles along with tools to influence this behaviour in similar situations - Review what worked and what could have been improved. A final section provides future directions and recommendations.

Hands-On Social Marketing

Nedra Kline Weinreich
Hands On Social Marketing Book PDF

Author : Nedra Kline Weinreich
Publisher : SAGE Publications
Page : 329 pages
File Size : 54,5 Mb
Release : 2010-10-12
Category : Business & Economics
ISBN : 9781452223124

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Hands-On Social Marketing by Nedra Kline Weinreich Pdf

This book shows students and practitioners how to develop social marketing programs through a simple, six-step process of strategic planning and design. Nedra Kline Weinreich starts by introducing the concept of social marketing and then walks the reader through each of the six steps of the process: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback. The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social marketing perspective.

Social Marketing

Lynne Eagle,Stephan Dahl,Susie Hill,Sara Bird,Fiona Spotswood,Alan Tapp
Social Marketing Book PDF

Author : Lynne Eagle,Stephan Dahl,Susie Hill,Sara Bird,Fiona Spotswood,Alan Tapp
Publisher : Pearson Education
Page : 350 pages
File Size : 45,8 Mb
Release : 2013
Category : Political Science
ISBN : 0273727222

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Social Marketing by Lynne Eagle,Stephan Dahl,Susie Hill,Sara Bird,Fiona Spotswood,Alan Tapp Pdf

Social marketing is receiving unprecedented focus and support from government, the private sector and charities internationally. Social marketing attempts to educate people in the hope that they will make ‘informed’(i.e. healthy) choices regarding diet, lifestyle and health related issues. The effective application of social marketing principles can be complex and controversial. Social marketing planning cannot be reduced to a simple set of actions on a checklist; there is no single strategy for success and strategies that have proved successful with one population may not transfer to other populations. This text will explore the complexities involved in researching, planning and implementing effective social marketing programmes, using illustrative cases from both successful and unsuccessful real-world programmes. The authors provide a critical analysis of the origins of social marketing as a concept and of the claims made by its supporters and detractors in order to highlight what social marketing can and cannot achieve. This is followed by a review of strategic issues that must be considered in developing social marketing programmes, including persuasion resistance, message relevance and message framing. Key themes included in the text are the impact of cultural factors on health-related behaviours, ethical issues and attitudes as a key factor underlying health-related behaviours. The authors introduce concepts, theories and strategies that will aid the development, testing and implementation of social marketing interventions. The book is suitable for both undergraduate and postgraduate students of business and marketing and those studying modules in social marketing.

Applied Social Marketing and Quality of Life

M. Mercedes Galan-Ladero,Reynaldo G. Rivera
Applied Social Marketing and Quality of Life Book PDF

Author : M. Mercedes Galan-Ladero,Reynaldo G. Rivera
Publisher : Springer Nature
Page : 424 pages
File Size : 47,6 Mb
Release : 2021-12-02
Category : Social Science
ISBN : 9783030832865

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Applied Social Marketing and Quality of Life by M. Mercedes Galan-Ladero,Reynaldo G. Rivera Pdf

This book discusses how various social marketing campaigns have taken up and had an impact on important aspects of quality of life across the world. The chapters bring up case studies from different regions, showing how successful social marketing campaigns have been instrumental in addressing public health challenges, discrimination and exclusion, violence, and inequity; and in changing public perceptions in different countries and through public and nonprofit organizations, but also through businesses. Thus, this book approaches social marketing from a quality-of-life (QOL) marketing philosophy, taking an international perspective. It includes 26 case studies discussing how social marketing campaigns were developed and implemented in specific cases related to disease prevention and risk behavior, safe and healthy lifestyles, and inclusion and interpersonal relationships. It also covers social marketing campaigns related to COVID-19 in various countries. The book is both comprehensive and provides in-depth understanding of every case, and is useful for research, policy making, development communication and social marketing. Graduate students, researchers, practitioners, and social marketers alike will find this book interesting.