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Social Marketing Casebook

by Jeff French, Rowena Merritt and Lucy Reynolds SAGE Publications Ltd
Pub Date:
10/2011
ISBN:
9780857025432
Format:
Hbk 280 pages
Price:
AU$265.00 NZ$271.30
Product Status: Out of stock. Not available to order.
Available as eBook
AU$71.00 | NZ$80.35

Other Available Formats:

Social Marketing Casebook brings together for the first time a dedicated collection of social marketing case studies and vignettes from around the world. Each case study is explored from the scoping and research stage right through 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 programmes to local, small-budget interventions; - Comprehensive coverage of the whole process, from strategy, and implementation, through to the challenges and lessons learned; and - Academic exercises, discussion questions and references to reinforce student learning. This book demystifies social marketing for undergraduate and postgraduate marketing and health studies students, as well as practitioners in government, public institutions, NGOs and private organisations looking to develop more effective social change programmes.

Introduction
Key Principles and Concepts of Social Marketing
Planning Social Marketing
Developing Culturally Sensitive Interventions
Community-Based Social Marketing
Segmenting Target Audiences
Using Theory to Develop Effective Interventions
Inroads into Africa: Enabling Local Services
Being Honest about Challenges
Reaching the 'Hard to Reach'
Using a Full Intervention Mix
Using Service 'Pull' to Complement Customer 'Push'
Working with Local Services
Building Strong Communications into the Marketing Mix
Using Enforcement in the Methods Mix
Creating Access to the Right Products
Co-Production with the Private Sector
'Franchising' Social Marketing
Changing Behaviour Holistically
The Importance of Evaluation
Overview and Top Tips

This casebook is another first-rate addition to the growing armamentarium of seminal works in social marketing for both practitioners and students. It effectively combines theory and frameworks with detailed case studies that make concepts and tools much more than academic exercisesAlan R. Andreasen
Professor of Marketing, Georgetown University




Good marketing builds on what has been learned by others and this publication, with its case studies, offers a great way for social marketers to accelerate their learning by borrowing from the experiences of othersIain Potter
CEO, The Health Sponsorship Council, New Zealand



Professor Jeff French has over 30 yearsa experience of evaluating and developing leading behavior change projects, social marketing programmes and communications strategies at international and local levels. Jeff and has published over 80 chapters, articles and books in the fields of behavior change, social marketing, community development, health promotions and communications. He is Visiting Professor at Brunel University and Brighton University, a Fellow at Kingas College London and teaches at four other UK Universities. Until 2009 Jeff managed the National Social Marketing Centre and is currently Chief Executive of Strategic Social Marketing Ltd. Dr Rowena Merritt has more than 10 yearsa experience working in the communication and marketing field in the private and public sectors. She currently works as the Research Manager at the National Social Marketing Centre and previously led on Local Practitioner Development where she set up the award awinning National Demonstration Site scheme, funded by the Department of Health. Rowena has published widely and regularly guest lectures at a number of universities in Britain, Hong Kong and the USA. Dr Lucy Reynolds founded the National Social Marketing Centreas widely acclaimed evidence resource, ShowCase, and is an expert in UK and international social marketing evidence. Lucy has published widely on social marketing theory and practice, in a academic, health and environment journals, as well as appearing on Radio 4. Lucy is a senior consultant at Finnamore, the UKas largest independent health consultancy, where she specialises in health inequalities, performance transformation and assets management.