Social Marketing: Advances in Research and Theory (Hardcover)

Review

I have spent the past 15 years developing and implementing social marketing programs and rarely have I come across manuscripts that better articulate the need and value of what we as social marketers are trying to accomplish. In government the financial resources available to effectively implement public policy is increasingly limited. The authors here CLEARLY MAKE THE CASE FOR SOCIAL MARKETING in this environment and outline the critical contribution we make as practitioners in this field. A MUST READ for anyone whose goals include changing behavior over time — Jane Hazel, MBA, BSc, A/Director General, Marketing & Consultation Directorate, Health Canada

Illustrates a wide variety of social marketing applications. Social marketing has proven its effectiveness, but it remains one of the most under-utilized social change tools in North America and elsewhere. . . . WILL CONVINCE READERS TO CONSIDER SOCIAL MARKETING AS A TOOL TO SOCIAL CHANGE at the individual as well as the community level — Sameer Deshpande, Assistant Professor, Marketing, University of Lethbridge, Canada

Timely. . . . One of the most VALUABLE contributions of the book is the set of papers that look specifically at how an organization adopts social marketing approaches and builds its future capacity to do so. Examples include the World Anti-Doping Agency concerned with a specific problem–doping in sports–as well as an agency focused on the public health system of the state of North Carolina. The examples illustrate what works and what is still missing in each environment and will provide readers interested in diffusing social marketing in the future with MANY VALUABLE INSIGHTS AND RECOMMENDATIONS FOR ACTION — Alan R. Andreasen, PhD, McDonough School of Business, Georgetown University

Product Description

Learn what marketing practices can positively impact behavior

The success of the application of commercial marketing practices to change behavior for the betterment of society and the individual is getting more attention. Social Marketing: Advances in Research and Theory explores the use of social marketing through a variety of effective approaches. Chapters examine case studies and qualitative research to gain insight into the adoption of marketing practices to enable social change. This superb collection of top presentations from the SMART (Social Marketing Advances in Research and Theory) inaugural conference held in 2004 in Alberta, Canada provides examples of the latest commercial marketing practices to change behavior such as programs to encourage people to quit smoking or increase seat belt usage.

Social Marketing: Advances in Research and Theory presents top experts who provide a wide variety of specific examples explaining ways to enable social marketing to positively impact behavior. This helpful resource provides a broad, useful understanding of this unique type of marketing and its goals. Chapters offer extensive references and detailed tables and figures to clearly present data.

Topics in Social Marketing: Advances in Research and Theory include:

a case study on approaches to anti-doping behavior in sports
a case study reviewing the evolution of the Canadian Heritage anti-racism campaign
applying social marketing concepts to increase capacity of programs in a state health department
research into a recycling promotion technique
using Internet technology to study the impact of anti-smoking messages
issues involved in the voluntary change in behavior of automobile users
charity support behaviors

Social Marketing: Advances in Research and Theory is an insightful resource valuable to academics and practitioners interested in social marketing, or anyone working with nonprofits to change individual behavior and better society.

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