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Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment

Book Description

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

Table of Contents

  1. Cover
  2. Contents
  3. Title
  4. Copyright
  5. Figures and Tables
  6. Acknowledgments
  7. Preface
  8. Dedication
  9. The Author
  10. Chapter 1: The History and Domains of Social Marketing
    1. Learning Objectives
    2. The Change We Need: New Ways of Thinking About Social Issues
    3. Wicked Problems and Their Solution
    4. Why Use Social Marketing?
    5. What Is Social Marketing?
    6. A Historical Perspective
    7. Summary
    8. Key Terms
    9. Discussion Questions
  11. Chapter 2: Principles of Social Marketing
    1. Learning Objectives
    2. The Characteristics of Social Marketing
    3. How Can We Use Social Marketing?
    4. Strategic Social Marketing
    5. Ethics for Social Marketing
    6. Summary
    7. Key Terms
    8. Discussion Questions
  12. Chapter 3: Determinants, Context, and Consequences for Individual and Social Change
    1. Learning Objectives
    2. Why Use Theory?
    3. From Individual to System Levels of Analysis: Changing Scales of Reality
    4. Mindspace
    5. Shifting from Individuals to Markets
    6. Summary
    7. Key Terms
    8. Discussion Questions
  13. Chapter 4: Segmentation and Competition
    1. Learning Objectives
    2. Segmentation
    3. Competition
    4. Summary
    5. Key Terms
    6. Discussion Questions
  14. Chapter 5: Moving from Descriptions of People to Understanding, Empathy, and Insight
    1. Learning Objectives
    2. The Depth Deficit
    3. Priority Group Personas or Archetypes
    4. The Creative Brief
    5. The Vital Function of the Planner
    6. Insight
    7. Designing Research for Empathy, Insight, and Inspiration
    8. Summary
    9. Key Terms
    10. Discussion Questions
  15. Chapter 6: The Consumer Experience as the Marketer’s Touchpoint
    1. Learning Objectives
    2. Going Out of Our Heads
    3. Exploratory Formative Research: Online Health Information Behaviors
    4. A Continuum of Touchpoints
    5. Summary
    6. Key Terms
    7. Discussion Questions
  16. Chapter 7: Strategic Positioning and Brands
    1. Learning Objectives
    2. Positioning
    3. Positioning Concurrency as an HIV Risk Behavior
    4. Brands
    5. Summary
    6. Key Terms
    7. Discussion Questions
  17. Chapter 8: Embedding Marketing in Programs and Organizations: Developing Strategy
    1. Learning Objectives
    2. Creating a Marketing Strategy
    3. Applying Social Marketing Anywhere, Anytime
    4. Ways to Improve Social Marketing Programs
    5. Summary
    6. Key Terms
    7. Discussion Questions
  18. Chapter 9: Using Marketing Mix Components for Program Development
    1. Learning Objectives
    2. Products
    3. Services
    4. Places
    5. Prices
    6. Promotion
    7. Pulling It All Together
    8. Summary
    9. Key Terms
    10. Discussion Questions
  19. Chapter 10: Monitoring and Evaluation
    1. Learning Objectives
    2. Program Monitoring
    3. Evaluation
    4. Summary
    5. Key Terms
    6. Discussion Questions
  20. Chapter 11: Personal and Community Engagement in Change
    1. Learning Objectives
    2. Community-Based Approaches to Social Marketing
    3. Shifting from Engagement to Activation
    4. Can Social Marketing Revitalize Communities?
    5. Summary
    6. Key Terms
    7. Discussion Questions
  21. Chapter 12: Social Technologies for Social Marketing and Social Change
    1. Learning Objectives
    2. Developing Strategies for Social Media
    3. Mobile Technologies
    4. Pulling It Together: The Media Multiplexity Idea
    5. Implications of Social and Mobile Technologies for Marketing Social Change
    6. Summary
    7. Key Terms
    8. Discussion Questions
  22. Chapter 13: Social Marketing for Dissemination and Program Sustainability
    1. Learning Objectives
    2. Dissemination of Program and Service Innovations
    3. Marketing to Achieve Sustainable Programs
    4. Summary
    5. Key Terms
    6. Discussion Questions
  23. Chapter 14: Management and Innovation
    1. Learning Objectives
    2. Creating a Marketing Culture
    3. Innovations
    4. Looking to the Future of Social Marketing
    5. Summary
    6. Key Terms
    7. Discussion Questions
  24. References
  25. Index