The SAGE Handbook of Social Marketing

1. Auflage 2011
ISBN: 978-1-84920-188-9
Verlag: Sage Publications

Buch, Englisch, 468 Seiten, Format (B × H): 182 mm x 253 mm, Gewicht: 1052 g

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, such as HIV/AIDS and global warming.

Autoren/Hrsg.

Hastings, Gerard

Angus, Kathryn

Bryant, Carol A

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Foreword - Philip Kotler and Nancy R. Lee
Introduction: A Movement in Social Marketing - Gerard Hastings
PART ONE: THEORETICAL DEBATES
Theoretical Models of Behaviour Change - Rob Donovan
Social Models for Social Marketing - R. Craig Lefebvre
Social Diffusion, Social Networks, Social Capital, Social Determinants and Social Franchising
Relationship Marketing and Social Marketing - Susana Marques and Christine Domegan
Understanding Social Norms - Patrick Kenny and Gerard Hastings
Upstream and Downstream Applications For Social Marketers
Design Thinking, Demarketing and Behavioural Economics: - R. Craig Lefebvre and Philip Kotler
Fostering Interdisciplinary Growth in Social Marketing
Critical Marketing - Michael Saren
Theoretical Underpinnings
New Approaches Towards Resistance to Persuasion - Petia K. Petrova and Robert B. Cialdini
PART TWO: MARKETING PLANNING
Segmentation and Targeting - Lynne Doner Lotenberg, Carol Schechter and John Strand
Competition and Positioning - Gary Noble and Debra Z. Basil
The Social Marketing Mix - A Critical Review - Ken Peattie and Sue Peattie
Communications in Social Marketing - Dana L. Alden, Michael D. Basil and Sameer Deshpande
New Media in Social Marketing - Darren Mays, James B. Weaver and Jay M. Bernhardt
PART THREE: RESEARCH - ITS ROLE AND TECHNIQUES
Evaluation in Social Marketing - Martine Stead and Robert J. McDermott
Qualitative Research Methods In Social Marketing - Simone Pettigrew and Michele Roberts
Measurement in Quantitative Methods - Fiona J. Harris
PART FOUR: DANCING WITH THE DEVIL
Critical Marketing - Janet Hoek
Applications
Social Marketing's Response to the Alcohol Problem - Sandra C. Jones
Who's Conducting the Orchestra?
From Social Marketing to Corporate Social Marketing - changing consumption habits as the new frontier of Corporate Social Responsibility - Guido Pallazo
Ethical Challenges in Commercial Social Marketing - Thomas Anker and Klemens Kappel
Internal Social Marketing - Anne M. Smith
Lessons From the Field of Services Marketing
PART FIVE: UPSTREAM AND SOCIAL CHANGE
Impoverished Consumers and Social Marketing - Ronald Paul Hill
Social Marketing and International Development - Georgina Cairns, Bruce Mackay and Laura MacDonald
Social Marketing for a Sustainable Environment - Sue Peattie and Ken Peattie
Business as Unusual - Jeff French
The Contribution of Social Marketing to Government Policy Making and Strategy Development
PART SIX: SOCIAL MARKETING IN PRACICE: CASE STUDIES
Social Marketing and Advocacy - William D. Novelli and Boe Workman
Social Marketing and Tobacco Control - Timothy Dewhirst and Wonkyong Beth Lee
Social Marketing and the Health Educator - Robert J. McDermott, Kelli R. McCormack Brown and Rosemary Thackeray
Social Marketing - William Smith
A Future Rooted in the Past