Social Marketing: Principles and Practice

The goal of this book is to introduce and explain the principles of social marketing, and illustrate these principles with examples of practical application.

For Rob Donovan and Nadine Henley, social marketing is not just the application of commercial marketing techniques to achieving socially desirable goals. Rather, social marketing is the application of the marketing concept, commercial marketing techniques, and other social change techniques to achieve individual behaviour changes and societal structural changes that are consistent with the UN Universal Declaration of Human Rights.

To illustrate these principles, Donovan and Henley draw on material from social marketing campaigns that have focused on a broad variety of health and social policy issues, including: licit and illicit drug use; racism; transport planning; re-cycling; physical activity; intimate partner and relationship violence; immunisation; road safety; nutrition; and parenting.

The book is written with the following audience in mind: health promotion and social marketing practitioners; tertiary-level students of social marketing and health promotion, and academics and researchers with an interest in social marketing; and public sector and non-governmental organisation (NGO) professionals, and their advisors, who seek to implement individual behaviour and societal structural change.

Prominence is given to Australian social marketing campaigns and research.

Table of Contents

• Preface
• Acknowledgments
• Chapter 1: Social marketing and social change
• Chapter 2: Principles of marketing
• Chapter 3: Social marketing and the environment
• Chapter 4: Principles of communication and persuasion
• Chapter 5: Models of attitude and behaviour change
• Chapter 6: Research and evaluation
• Chapter 7: Ethical issues in social marketing
• Chapter 8: The competition
• Chapter 9: Market segmentation and target marketing
• Chapter 10: The marketing mix
• Chapter 11: Using media in social marketing
• Chapter 12: Sponsorship
• Chapter 13: Planning and developing social marketing campaigns
• Chapter 14: Two case studies: the Immunise Australia Program and TravelSmart
• Chapter 15: Targeting male perpetrators of intimate partner violence: Western Australia's ‘Freedom from Fear' campaign
• References
• Index

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ISBN: 0-9578617-5-3