How can we facilitate more effective, efficient, equitable and
sustainable solutions to the problems that confound our communities
and world? Social marketing guru R. Craig Le Febvre weaves together
multi-level theories of change, research and case studies to
explain and illustrate the development of social marketing to
address some of society’s most vexing problems. The result is
a people-centered approach that relies on insight and empathy as
much as on data for the inspiration, design and management of
programs that strive for changes for good. This text is ideal for
students and professionals in health, nonprofit, business, social
services, and other areas.
‘This is it — the comprehensive, brainy road map for
tackling wicked social problems. It’s all right here: how to
create and innovate, build and implement, manage and measure, scale
up and sustain programs that go well beyond influencing individual
behaviors, all the way to broad social change in a world that needs
the help.’–Bill Novelli, Professor, Mc Donough School
of Business, Georgetown University, former CEO, AARP and founder,
Porter Novelli and the Campaign for Tobacco-Free Kids
‘I’m unaware of a more substantive treatise on
social marketing and social change. Theoretically based;
pedagogically focused; transdisciplinary; innovative; and action
oriented: this book is right for our time, our purpose, and our
future thinking and action.’–Robert Gold, MS, Ph D,
Professor of Public Health and Former Dean of the School of Public
Health at the University of Maryland, College Park
‘This book — like its author — is innovative and
forward-looking, yet also well-grounded in the full range of
important social marketing fundamentals.’–Edward
Maibach, MPH, Ph D, University Professor and Director, Center for
Climate Change Communication, George Mason University
sustainable solutions to the problems that confound our communities
and world? Social marketing guru R. Craig Le Febvre weaves together
multi-level theories of change, research and case studies to
explain and illustrate the development of social marketing to
address some of society’s most vexing problems. The result is
a people-centered approach that relies on insight and empathy as
much as on data for the inspiration, design and management of
programs that strive for changes for good. This text is ideal for
students and professionals in health, nonprofit, business, social
services, and other areas.
‘This is it — the comprehensive, brainy road map for
tackling wicked social problems. It’s all right here: how to
create and innovate, build and implement, manage and measure, scale
up and sustain programs that go well beyond influencing individual
behaviors, all the way to broad social change in a world that needs
the help.’–Bill Novelli, Professor, Mc Donough School
of Business, Georgetown University, former CEO, AARP and founder,
Porter Novelli and the Campaign for Tobacco-Free Kids
‘I’m unaware of a more substantive treatise on
social marketing and social change. Theoretically based;
pedagogically focused; transdisciplinary; innovative; and action
oriented: this book is right for our time, our purpose, and our
future thinking and action.’–Robert Gold, MS, Ph D,
Professor of Public Health and Former Dean of the School of Public
Health at the University of Maryland, College Park
‘This book — like its author — is innovative and
forward-looking, yet also well-grounded in the full range of
important social marketing fundamentals.’–Edward
Maibach, MPH, Ph D, University Professor and Director, Center for
Climate Change Communication, George Mason University
表中的内容
Figures and TablesAcknowledgments
Preface
The Author
1 The History and Domains of Social Marketing
Learning Objectives
The Change We Need: New Ways of Thinking about Social Issues
Wicked Problems and Their Solution
Why Use Social Marketing?
What Is Social Marketing
A Historical Perspective
Summary
Key Terms
Discussion Questions
2 Principles of Social Marketing
Learning Objectives
The Characteristics of Social Marketing
How Can We Use Social Marketing?
Strategic Social Marketing
Ethics for Social Marketing
Summary
Key Terms
Discussion Questions
3 Determinants, Context, and Consequences for Individual and Social Change
Learning Objectives
Why Use Theory?
From Individual to System Levels of Analysis: Changing Scales of Reality
Shifting from Individuals to Markets
Summary
Key Terms
Discussion Questions
4 Segmentation and Competition
Learning Objectives
Segmentation
Competition
Summary
Key Terms
Discussion Questions
5 Moving from Descriptions of People to Understanding, Empathy, and Insight
Learning Objectives
The Depth Deficit
Priority Group Personas or Archetypes
The Creative Brief
The Vital Function of the Planner
Insight
Designing Research for Empathy, Insight, and Inspiration
Summary
Key Terms
Discussion Questions
6 The Consumer Experience as the Marketer’s Touchpoint
Learning Objectives
Going Out of Our Heads
Exploratory Formative Research: Online Health Information Behaviors
A Continuum of Touchpoints
Summary
Key Terms
Discussion Questions
7 Strategic Positioning and Brands
Learning Objectives
Positioning
Positioning Concurrency as an HIV Risk Behavior
Brands
Summary
Key Terms
Discussion Questions
8 Embedding Marketing in Programs and Organizations: Developing Strategy
Learning Objectives
Creating a Marketing Strategy
Applying Social Marketing Anywhere, Anytime
Ways to Improve Social Marketing Programs
Summary
Key Terms
Discussion Questions
9 Using Marketing Mix Components for Program Development
Learning Objectives
Products
Services
Places
Prices
Promotion
Pulling It All Together
Summary
Key Terms
Discussion Questions
10 Monitoring and Evaluation
Learning Objectives
Program Monitoring
Evaluation
Summary
Key Terms
Discussion Questions
11 Personal and Community Engagement in Change
Learning Objectives
Community-based Approaches to Social Marketing
Shifting from Engagement to Activation
Can Social Marketing Revitalize Communities?
Summary
Key Terms
Discussion Questions
12 Social Technologies for Social Marketing and Social Change
Learning Objectives
Developing Strategies for Social Media
Mobile Technologies
Pulling It Together: The Media Multiplexity Idea
Implications of Social and Mobile Technologies for Marketing Social Change
Summary
Key Terms
Discussion Questions
13 Social Marketing for Dissemination and Program Sustainability
Learning Objectives
Dissemination of Program and Service Innovations
Marketing to Achieve Sustainable Programs
Summary
Key Terms
Discussion Questions
14 Management and Innovation
Learning Objectives
Creating a Marketing Culture
Innovations
Looking to the Future of Social Marketing
Summary
Key Terms
Discussion Questions
References
Index
关于作者
R. Craig Lefebvre, Ph D is a thought leader and practice advocate for applying marketing to social issues. He is chief maven at social Shift–a social design, marketing, and media consultancy, lead change designer at RTI International, and research professor in the University of South Florida College of Public Health.
语言 英语 ● 格式 PDF ● 网页 592 ● ISBN 9781118221501 ● 文件大小 12.0 MB ● 出版者 John Wiley & Sons ● 发布时间 2013 ● 版 1 ● 下载 24 个月 ● 货币 EUR ● ID 2613955 ● 复制保护 Adobe DRM
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