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The SAGE Handbook of Social Marketing
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The SAGE Handbook of Social Marketing

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December 2011 | 468 pages | SAGE Publications Ltd

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. The Handbook 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, emphasizing 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 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, such as HIV/AIDS and global warming.


Philip Kotler and Nancy R. Lee
Foreword
Gerard Hastings
Introduction: A Movement in Social Marketing
 
PART ONE: THEORETICAL DEBATES
Rob Donovan
Theoretical Models of Behaviour Change
R. Craig Lefebvre
Social Models for Social Marketing: Social Diffusion, Social Networks, Social Capital, Social Determinants and Social Franchising
Susana Marques and Christine Domegan
Relationship Marketing and Social Marketing
Patrick Kenny and Gerard Hastings
Understanding Social Norms: Upstream and Downstream Applications For Social Marketers
R. Craig Lefebvre and Philip Kotler
Design Thinking, Demarketing and Behavioural Economics: Fostering Interdisciplinary Growth in Social Marketing
Michael Saren
Critical Marketing: Theoretical Underpinnings
Petia K. Petrova and Robert B. Cialdini
New Approaches Towards Resistance to Persuasion
 
PART TWO: MARKETING PLANNING
Lynne Doner Lotenberg, Carol Schechter and John Strand
Segmentation and Targeting
Gary Noble and Debra Z. Basil
Competition and Positioning
Ken Peattie and Sue Peattie
The Social Marketing Mix - A Critical Review
Dana L. Alden, Michael D. Basil and Sameer Deshpande
Communications in Social Marketing
Darren Mays, James B. Weaver and Jay M. Bernhardt
New Media in Social Marketing
 
PART THREE: RESEARCH - ITS ROLE AND TECHNIQUES
Martine Stead and Robert J. McDermott
Evaluation in Social Marketing
Simone Pettigrew and Michele Roberts
Qualitative Research Methods In Social Marketing
Fiona J. Harris
Measurement in Quantitative Methods
 
PART FOUR: DANCING WITH THE DEVIL
Janet Hoek
Critical Marketing: Applications
Sandra C. Jones
Social Marketing's Response to the Alcohol Problem: Who's Conducting the Orchestra?
Guido Pallazo
From Social Marketing to Corporate Social Marketing - changing consumption habits as the new frontier of Corporate Social Responsibility
Thomas Anker and Klemens Kappel
Ethical Challenges in Commercial Social Marketing
Anne M. Smith
Internal Social Marketing: Lessons From the Field of Services Marketing
 
PART FIVE: UPSTREAM AND SOCIAL CHANGE
Ronald Paul Hill
Impoverished Consumers and Social Marketing
Georgina Cairns, Bruce Mackay and Laura MacDonald
Social Marketing and International Development
Sue Peattie and Ken Peattie
Social Marketing for a Sustainable Environment
Jeff French
Business as Unusual: The Contribution of Social Marketing to Government Policy Making and Strategy Development
 
PART SIX: SOCIAL MARKETING IN PRACTICE: CASE STUDIES
William D. Novelli and Boe Workman
Social Marketing and Advocacy
Timothy Dewhirst and Wonkyong Beth Lee
Social Marketing and Tobacco Control
Robert J. McDermott, Kelli R. McCormack Brown and Rosemary Thackeray
Social Marketing and the Health Educator
William Smith
Social Marketing: A Future Rooted in the Past

This SAGE Handbook marks an important milestone in the history of social marketing. Not only does its publication acknowledge just how far we've come in the past four decades, but this reference manual provides social marketers with a valuable overview of the field today and thought provoking discussions of cutting edge issues that will shape our future
Philip Kotler, Northwestern University and Nancy R. Lee
Social Marketing Services, Inc

Philip Kotler and Nancy R. Lee
Northwestern University and Social Marketing Services, Inc.

This SAGE Handbook marks an important milestone in the history of social marketing. Not only does its publication acknowledge just how far we've come in the past four decades, but this reference manual provides social marketers with a valuable overview of the field today and thought provoking discussions of cutting edge issues that will shape our future
Philip Kotler, Northwestern University and Nancy R. Lee
Social Marketing Services, Inc

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ISBN: 9781849201889
$195.00

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