Doug McKenzie-Mohr & Nancy R. Lee 
Social Marketing to Protect the Environment 
What Works

Behavior change is central to the pursuit of sustainability. This book details how to use community-based social marketing to motivate environmental protection behaviors as diverse as water and energy efficiency, alternative transportation, and watershed protection. With case studies of innovative programs from around the world, including the United States, Canada Australia, Spain, and Jordan, the authors present a clear process for motivating social change for both residential and commercial audiences. The case studies plainly illustrate realistic conservation applications for both work and home and show how community-based social marketing can be harnessed to foster more sustainable communities.

قائمة المحتويات

Foreword

Preface

Section I: Introduction

Chapter 1: Introduction: Fostering Sustainable Behavior

Section II: Influencing Behaviors in the Residential Sector

Chapter 2: Reducing Waste

The Problem

Potential Behavior Solutions

Case: No Junk Mail (Bayside, Australia)

Case: Decreasing Use of Plastic Bags and Increasing Use of Reusable Ones (Ireland)

Case: Increasing Curbside Recycling of Organics (Halifax, Nova Scotia)

Other Notable Programs

Summary

Questions for Discussion

References

Chapter 3: Protecting Water Quality

The Problem

Potential Behavior Solutions

Case: Influencing Natural Yard Care (King County, Washington)

Case: Scooping the Poop (Austin, Texas)

Other Notable Programs

Summary

Questions for Discussion

References

Chapter 4: Reducing Emissions

The Problem

Potential Behavior Solutions

Case: Anti-Idling: Turn it Off (Toronto, Canada)

Case: Travel Smart (Adelaide, South Australia)

Other Notable Programs

Questions for Discussion

Summary

References

Chapter 5: Reducing Water Use

The Problem

Potential Behavior Solutions

Case: Reducing Water Use (Durham Region, Canada)

Case: Ecoteams (United States, Netherlands, United Kingdom)

Other Notable Programs

Summary

Questions for Discussion

References

Chapter 6: Reducing Energy Use

The Problem

Potential Behavior Solutions

Case: The One Tonne Challenge to Reduce Greenhouse Gas Emissions (Canada)

Case: eco ENERGY to Promote Home Energy Efficiency (Canada)

Other Notable Programs

Summary

Questions for Discussion

References

Chapter 7: Protecting Fish and Wildlife Habitats

The Problem

Potential Behavior Solutions

Case: Reducing Deliberate Grass Fires (Wales, United Kingdom)

Case: Planting Eastern Shore Natives (Virginia)

Case: Seafood Watch: Influencing Sustainable Seafood Choices (United States)

Other Notable Programs

Summary

Questions for Discussion

References

Section III: Influencing Behaviors in the Commerical Sector

Chapter 8: Reducing Waste

The Problem

Potential Behavior Solutions

Case: Green Dot, Europe′s Packaging Waste Reduction

Case: Fork It Over: Reusing Leftover Food (Portland, Oregon)

Case: Anheuser-Busch: An EPA Waste Wise Hall of Fame Member

Other Notable Programs

Summary

Questions for Discussion

References

Chapter 9: Protecting Water Quality

The Problem

Potential Behavior Solutions

Case: Chuyen Que Minh, Reducing Insecticide Use Among Rice Farmers (Vietnam)

Case: Dirty Dairying (New Zealand)

Other Notable Programs

Summary

Questions for Discussion

References

Chapter 10: Reducing Emissions

The Problem

Potential Behavior Solutions

Case: Bike Sharing Programs

Case: ATT′s & Nortel′s Telework Programs (United States, Canada)

Other Notable Programs

Summary

Questions for Discussion

References

Chapter 11: Reducing Water Use

The Problem

Potential Behavior Solutions

Case: Conserving Water in Hotels (Seattle, Washington)

Case: Fighting the Water Shortage Problem in Jordan

Other Notable Programs

Summary

Questions for Discussion

References

Chapter 12: Reducing Energy Use

The Problem

Potential Behavior Solutions

Case: Using Prompts to Turn Off Lights (Madrid, Spain)

Case: Norms-based Messaging to Promote Hotel Towel Reuse (California)

Other Notable Programs

Summary

Questions for Discussion

References

Chapter 13: Concluding Thoughts and Recommendations

عن المؤلف

Philip Kotler, is the S. C. Johnson & Son Distin­guished Professor of International Marketing emeritus at the Kellogg School of Management, Northwestern University, Evanston, Illinois. Kellogg was twice voted Best Business School in Business Week’s survey of U.S. business schools. It is also rated Best Business School for the Teaching of Marketing. Professor Kotler has significantly contributed to Kellogg’s success through his many years of research and teaching there. He received his master’s degree at the University of Chicago and his Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago. Professor Kotler is the author or co-author of  90 books including Marketing Management,  the most widely used marketing book in graduate business schools worldwide; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; The Marketing of Nations; Marketing 3.0; Good Works; Market Your Way to Growth; Winning Global Markets; Kotler on Marketing; Confronting Capitalism; Democracy in Decline: and Advancing the Common Good. He has published over 170 articles in leading journals, several of which have received best-article awards. Professor Kotler was the first recipient of the Distinguished Marketing Educator Award (1985) given by the American Marketing Association (AMA). The European Association of Marketing Consultants and Sales Trainers awarded him their prize for Marketing Excellence. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a 1975 survey. He also received the 1978 Paul Converse Award of the AMA, honoring his original contribution to marketing. In 1995, Sales and Marketing Executives International (SMEI) named him Marketer of the Year. In 2012 he received the William L. Wilkie “Marketing for a Better World: Award of the American Marketing Association Foundation (AMAF).” In 2014, he was inducted into the AMA Marketing Hall of Fame. He was the first chosen Legend in Marketing and his work was published and reviewed in nine volumes. Professor Kotler has consulted for such companies as IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, and others in the areas of marketing strategy and planning, marketing organization, and international marketing. He has been chairman of the College of Marketing of the Institute of Management Sciences, director of the American Marketing Association, trustee of the Marketing Science Institute, director of the MAC Group, former member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He was a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the advisory board of the Drucker Foundation. He has received 22 honorary doctoral degrees from Stockholm University, University of Zurich, Athens University of Economics and Business, De Paul Unive