Social Marketing Casebook brings together a dedicated collection of social marketing case studies and vignettes from around the world for the first time. Each case study is explored from the scoping and research stage to evaluation, providing the reader with a complete overview of the most important building blocks in social marketing and how these can be applied to the real world, including insights from the key people involved in social marketing and the identification of the common themes associated with successful social marketing strategies; an international range of cases from the health, environmental and civic sectors, from national and governmental programs to local, small-budget interventions; comprehensive coverage of the whole process, from strategy and implementation, to the challenges and lessons learned; and academic exercises, discussion questions and references to reinforce student learning. 

Introduction
Introduction

In this Introduction we will explore why governments, public institutions, non-governmental organisations (NGOs) and private companies are increasingly applying social marketing principles to help develop more effective social change programmes. We will also introduce the five key features that are reflected again and again in successful programmes:

  • Citizen Orientation
  • Clarity of Purpose
  • Coalition Building
  • Combination of Approaches
  • Continuation, Learning and Evaluation.

These five key features recur in most of the case studies throughout the book. If you are interested in one of these features in particular you can scan the book for examples of how it can be enacted by looking out for the relevant symbol.

Citizen Orientation
Clarity of Purpose
Coalition Building
Combination of Approaches
Continuation, Learning and Evaluation
Why We Need Social Marketing

This book focuses on the process ...

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