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. 

The Key Principles and Concepts of Social Marketing
The key principles and concepts of social marketing
About This Chapter

In this chapter we will consider what social marketing is, and how it is increasingly being used around the world by organisations in the public, private and NGO sectors to enhance the effectiveness of programmes designed to improve people's lives (French and Mayo, 2006).

Nearly every big policy challenge facing governments requires action to change behaviour (Australian Public Service Commission, 2007; Darnton, 2008). For example, obesity, alcohol misuse, infection control, recycling, saving for retirement and crime reduction are all essentially about helping people change to deliver better lives for individuals and at the same time helping society as a whole. At a population level, little progress is being made ...

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