Description
Preface List of contributors Authors’ acknowledgements Publisher’s acknowledgements Part 1: The principles of social marketing 1. What is social marketing? Evolution and application of social marketing What social marketing is not Current social marketing focus Unintended consequences Justification of government-sponsored social marketing interventions Summary Chapter review questions Notes Recommended reading 2. The core principles of social marketing The core principles Traditionalists versus convergents: the debate about commercial marketing technologies The example of exchange: debating the use of commercial marketing theory The example of the 4Ps: debating the use of the commercial marketing tools Why social marketing is different Other commercial marketing tools Summary Chapter review questions Notes Recommended reading 3. The social marketing intervention planning process Introduction Existing intervention planning frameworks Scoping the problem Situation analysis SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis Evaluation planning Developing the intervention Summary Chapter review questions Notes Recommended reading 4. Upstream, policy and partnerships Upstream factors Partnerships Features of successful partnerships Partnership challenges Public-private partnerships (PPPs) The challenge of health-related partnerships with the alcohol industry Summary Chapter review questions Notes Recommended reading 5. Ethical issues in social marketing Ethics defined Ethical dilemmas in social marketing Ethical frameworks Ethical issues in targeting Fear appeals Role of culture in establishing ethical standards Code of ethics Summary Chapter review questions Notes Recommended reading Part 2: Understanding the citizen 6. Understanding the consumer: the role of theory Theory What is theory? Is theory really useful in practice? The role of theory The limitations of theory Theories of behaviour change Summary Chapter review questions Notes Recommended reading 7. Conducting research in social marketing Overview of research Research ethics Qualitative, quantitative and mixed methods techniques Quantitative techniques Qualitative techniques Pre-testing Qualitative data analysis Summary Chapter review questions Notes Recommended reading 8. Segmentation Segmentation defined Segmentation methods Effective segments – characteristics Commercial segmentation packages Case studies for discussion Chapter review questions Notes Recommended reading (case studies) 9. Social forces and population level effects Social forces Conformity Social norm campaigns Group types Group effects Compliance Summary Chapter review questions Notes Recommended reading Part 3: Designing effective social marketing solutions 10. Designing social marketing interventions: products, services, locations, channels Designing campaigns Developing products for social marketing campaigns Brand development for social marketing Brand attributes Brand dimensions
