Principles and practice of social marketing : an international perspective Rob Donovan and Nadine Henley.

By:

Contributor(s):

Henley, Nadine

Material type: Text

TextLanguage: English Publication details: Cambridge : Cambridge University Press, 2010.Edition: Fully updated edDescription: xix, 504 p. : ill. ; 25 cmISBN:

9781107644328

Other title:

Social marketing [Spine title]

Subject(s):

DDC classification:

658.8 22 DON

Contents:

1. Social marketing and social change 2. Principles of marketing 3. Social marketing and the environment 4. Advocacy and environmental change 5. Principles of communication and persuasion 6. Models of attitude and behaviour change 7. Research and evaluation 8. Ethical issues in social marketing 9. The competition 10. Segmentation and targeting 11. The marketing mix 12. Using media in social marketing 13. Using sponsorship to achieve changes in people, places and policies 14. Planning and developing social marketing campaigns and programmes 15. Case study: the Act-Belong-Commit Campaign promoting positive mental health.

Summary: "This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies and applications show how social marketing campaigns are being used across the world to influence changes in behaviour, and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing influences governments, corporations and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing"--Provided by publisher.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
General Books	CUTN Central Library Medicine, Technology & Management	Non-fiction	658.8 DON (Browse shelf(Opens below))	Available		37312

"This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies and applications show how social marketing campaigns are being used across the world to influence changes in behaviour, and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing influences governments, corporations and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing"--Provided by publisher.

Includes bibliographical references and index.

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