著者紹介

内容

目次

PART ONE: THEORETICAL FOUNDATIONS Theoretical Models of Behaviour Change- R Donovan Relationship Marketing and Social Marketing - S Marques and CDomegan Novel Approaches towards Resistance to Persuasion - P Petrova and RCialdini Design Thinking, Behavioural Economics and Social Marketing - CLefebvre, P Kotler and M Rothschild PART TWO: MARKETING PLANNING The SocialMarketing Mix - K Peattie Competition and Positioning - G Noble and P BasilMeasurement in Quantitative Methods - F Harris Communications in SocialMarketing - D Alden, M Basil and S Deshpande Evaluation in Social Marketing -M Stead and R McDermott Qualitative Research - S Pettigrew and M RobertsAudience Segmentation - J Strand and C Schechter PART THREE: CONTEMPORARYISSUES Impoverished Consumers and Social Marketing - R P Hill SocialMarketing in Developing Countries - B Mackay Training Health Educators andOther Public Health Professionals to Use Social Marketing - R McDermott and RThackery Norms and Social Marketing - P Kenny A Critical Appraisal SocialMarketing for a Sustainable Environment - S Peattie and K Peattie CriticalMarketing - M Saren Theoretical Underpinnings Critical Marketing - J HoekApplications New Media in Social Marketing - P Mays, J Weaver and JBernhardt Internal Social Marketing - A Smith Two Perspectives forAchieving Social Change PART FOUR: SOCIAL MARKETING IN PRACTICE SocialMarketing and Advocacy - W Novelli and B Workman Social Models for SocialMarketing - C Lefebvre From Social Marketing to Corporate Social Marketing -G Pallazo Business as Unusual - J French The Contribution of SocialMarketing and Government Policy-Making and Strategy Development SocialMarketing and Tobacco Control - T Dewhirst What Is Commercial SocialMarketing? And Is It a Force for Good or Bad? - T Anker and K Kappel Branding- A Brown and G Hastings Its Role and Potential in Social Marketing