Social Marketing

1. Auflage 2012
ISBN: 978-0-273-72722-4
Verlag: Pearson Education Limited

Buch, Englisch, 368 Seiten, Format (B × H): 189 mm x 245 mm, Gewicht: 900 g

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.

Autoren/Hrsg.

Eagle, Lynne

Dahl, Stephan

Hill, Susie

Bird, Sara

Spotswood, Fiona

Tapp, Alan

Inhaltsverzeichnis

PrefaceList of contributorsAuthors’ acknowledgementsPublisher’s acknowledgementsPart 1: The principles of social marketing1. What is social marketing?Evolution and application of social marketingWhat social marketing is notCurrent social marketing focusUnintended consequencesJustification of government-sponsored social marketing interventionsSummaryChapter review questionsNotesRecommended reading 2. The core principles of social marketingThe core principlesTraditionalists versus convergents: the debate about commercial marketing technologiesThe example of exchange: debating the use of commercial marketing theoryThe example of the 4Ps: debating the use of the commercial marketing toolsWhy social marketing is differentOther commercial marketing toolsSummaryChapter review questionsNotesRecommended reading 3. The social marketing intervention planning processIntroductionExisting intervention planning frameworksScoping the problemSituation analysisSWOT (Strengths, Weaknesses, Opportunities and Threats) analysisEvaluation planningDeveloping the interventionSummaryChapter review questionsNotesRecommended reading 4. Upstream, policy and partnershipsUpstream factorsPartnershipsFeatures of successful partnershipsPartnership challengesPublic–private partnerships (PPPs)The challenge of health-related partnerships with the alcohol industrySummaryChapter review questionsNotesRecommended reading 5.  Ethical issues in social marketing Ethics definedEthical dilemmas in social marketingEthical frameworksEthical issues in targetingFear appealsRole of culture in establishing ethical standardsCode of ethicsSummaryChapter review questionsNotesRecommended readingPart 2: Understanding the citizen6. Understanding the consumer: the role of theoryTheoryWhat is theory?Is theory really useful in practice?The role of theoryThe limitations of theoryTheories of behaviour changeSummaryChapter review questionsNotesRecommended reading 7.  Conducting research in social marketingOverview of researchResearch ethicsQualitative, quantitative and mixed methods techniquesQuantitative techniquesQualitative techniquesPre-testingQualitative data analysisSummaryChapter review questionsNotes Recommended reading 8. SegmentationSegmentation definedSegmentation methodsEffective segments – characteristicsCommercial segmentation packagesCase studies for discussionChapter review questionsNotesRecommended reading (case studies)  9.  Social forces and population level effectsSocial forcesConformitySocial norm campaignsGroup typesGroup effectsComplianceSummaryChapter review questionsNotesRecommended reading Part 3: Designing effective social marketing solutions10. Designing social marketing interventions: products, services, locations, channels Designing campaignsDeveloping products for social marketing campaignsBrand development for social marketingBrand attributesBrand dimensions

Über Autor(innen)

Professor Lynne Eagle is Professor of Marketing at James Cook University, Australia.

Dr Stephan Dahl is Sinior Lecturer in Marketing at Hull University Business School.

Susie Hill is Global Adviser on health behaviour change and health promotion for Shell Plc.

Sara Bird is Senior Lecturer in Marketing at the University of the West of England.

Dr Fiona Spotswood is Lecturer in Marketing at the University of the West of England.

Professor Alan Tapp is Professor of Marketing at the University of the West of England.