Description
SAGE PUBLISHING Sage Handbook Of Social Marketing 2011 Edition by Hastings
For the first time, 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. Foreword - Philip Kotler and Nancy R. LeeIntroduction: A Movement in Social Marketing - Gerard HastingsPART ONE: THEORETICAL DEBATESTheoretical Models of Behaviour Change - Rob DonovanSocial Models for Social Marketing: Social Diffusion, Social Networks, Social Capital, Social Determinants and Social Franchising - R. Craig LefebvreRelationship Marketing and Social Marketing - Susana Marques and Christine DomeganUnderstanding Social Norms: Upstream and Downstream Applications For Social Marketers - Patrick Kenny and Gerard HastingsDesign Thinking, Demarketing and Behavioural Economics: Fostering Interdisciplinary Growth in Social Marketing - R. Craig Lefebvre and Philip Kotler Critical Marketing: Theoretical Underpinnings - Michael SarenNew Approaches Towards Resistance to Persuasion - Petia K. Petrova and Robert B. CialdiniPART TWO: MARKETING PLANNINGSegmentation and Targeting - Lynne Doner Lotenberg, Carol Schechter and John StrandCompetition and Positioning - Gary Noble and Debra Z. BasilThe Social Marketing Mix - A Critical Review - Ken Peattie and Sue PeattieCommunications in Social Marketing - Dana L. Alden, Michael D. Basil and Sameer DeshpandeNew Media in Social Marketing - Darren Mays, James B. Weaver and Jay M. Bernhardt PART THREE: RESEARCH - ITS ROLE AND TECHNIQUESEvaluation in Social Marketing - Martine Stead and Robert J. McDermottQualitative Research Methods In Social Marketing - Simone Pettigrew and Michele RobertsMeasurement in Quantitative Methods - Fiona J. HarrisPART FOUR: DANCING WITH THE DEVILCritical Marketing: Applications - Janet HoekSocial Marketing's Response to the Alcohol Problem: Who's Conducting the Orchestra? - Sandra C. Jones From Social Marketing to Corporate Social Marketing - changing consumption habits as the new frontier of Corporate Social Responsibility - Guido PallazoEthical Challenges in Commercial Social Marketing - Thomas Anker and Klemens KappelInternal Social Marketing: Lessons From the Field of Services Marketing - Anne M. SmithPART FIVE: UPSTREAM AND SOCIAL CHANGEImpoverished Consumers and Social Marketing - Ronald Paul HillSocial Marketing and International Development - Georgina Cairns, Bruce Mackay and Laura MacDonaldSocial Marketing for a Sustainable Environment - Sue Peattie and Ken PeattieBusiness as Unusual: The Contribution of Social Marketing to Government Policy Making and Strategy Development - Jeff FrenchPART SIX: SOCIAL MARKETING IN PRACTICE: CASE STUDIESSocial Marketing and Advocacy - William D. Novelli and Boe WorkmanSocial Marketing and Tobacco Control - Timothy Dewhirst and Wonkyong Beth LeeSocial Marketing and the Health Educator - Robert J. McDermott, Kelli R. McCormack Brown and Rosemary Thackeray Social Marketing: A Future Rooted in the Past - William Smith