Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment, 1st Edition

  • Published By:
  • ISBN-10: 111823524X
  • ISBN-13: 9781118235249
  • DDC: 362.1068
  • Grade Level Range: College Freshman - College Senior
  • 214 Pages | eBook
  • Original Copyright 2013 | Published/Released June 2014
  • This publication's content originally published in print form: 2013

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Introduction to Social Marketing for Public Health, by noted social marketing scholar and consultant R. Craig Lefebvre focuses on the use of marketing principles and techniques to develop population-based health promotion and disease prevention programs. It features a practical emphasis on incorporating a marketing orientation and marketing techniques to address the diverse range of issues and problems that are encountered in the modern day practice of public health. The book's comprehensive view of social marketing includs its research base, its applications to a diverse set of social problems, and the focus on the public health field for which it has been most thoroughly explored. The book promotes social marketers as scientists-practitioners who must understand the theory and research of social marketing as it is applied to designing effective social change programs. The book starts with fundamentals including the development, definition, and approach of the social marketing discipline. Ensuing chapters weave together research and case studies with a people-centered approach that relies on insight and empathy as much as on data for program development and management. Learning and behavior change are explored in a social context as much as in an individual one. The book teaches how to adapt design thinking, social media and other new business methodologies to complement the marketing planning process that inspires and engages people to develop programs that are more effective, efficient, equitable and sustainable than existing solutions.

Table of Contents

Front Cover.
Half Title Page.
Title Page.
Copyright Page.
1: Figures and Tables.
Dedication Page.
2: The Author.
3: The History and Domains of Social Marketing.
4: Principles of Social Marketing.
5: Determinants, Context, and Consequences for Individual and Social Change.
6: Segmentation and Competition.
7: Moving from Descriptions of People to Understanding, Empathy, and Insight.
8: The Consumer Experience as the Marketer’s Touchpoint.
9: Strategic Positioning and Brands.
10: Embedding Marketing in Programs and Organizations.
11: Using Marketing Mix Components for Program Development.
12: Monitoring and Evaluation.
13: Personal and Community Engagement in Change.
14: Social Technologies for Social Marketing and Social Change.
15: Social Marketing for Dissemination and Program Sustainability.
16: Management and Innovation.