Social Marketing

Social Marketing

Social marketing is receiving unprecedented focus and support from government, the private sector and charities internationally. Social marketing attempts to educate people in the hope that they will make 'informed'(i.e. healthy) choices regarding diet, lifestyle and health related issues. The effective application of social marketing principles can be complex and controversial. Social marketing planning cannot be reduced to a simple set of actions on a checklist; there is no single strategy for success and strategies that have proved successful with one population may not transfer to other populations. This text will explore the complexities involved in researching, planning and implementing effective social marketing programmes, using illustrative cases from both successful and unsuccessful real-world programmes.

The authors provide a critical analysis of the origins of social marketing as a concept and of the claims made by its supporters and detractors in order to highlight what social marketing can and cannot achieve. This is followed by a review of strategic issues that must be considered in developing social marketing programmes, including persuasion resistance, message relevance and message framing.

Key themes included in the text are the impact of cultural factors on health-related behaviours, ethical issues and attitudes as a key factor underlying health-related behaviours. The authors introduce concepts, theories and strategies that will aid the development, testing and implementation of social marketing interventions.

The book is suitable for both undergraduate and postgraduate students of business and marketing and those studying modules in social marketing.

Preface
List of contributors
Authors' acknowledgements
Publisher's acknowledgements

Part 1: The principles of social marketing

1. What is social marketing?

Evolution and application of social marketing

What social marketing is not

Current social marketing focus

Unintended consequences

Justification of government-sponsored social marketing interventions

Summary

Chapter review questions

Notes

Recommended reading



2. The core principles of social marketing

The core principles

Traditionalists versus convergents: the debate about commercial marketing technologies

The example of exchange: debating the use of commercial marketing theory

The example of the 4Ps: debating the use of the commercial marketing tools

Why social marketing is different

Other commercial marketing tools

Summary

Chapter review questions

Notes

Recommended reading



3. The social marketing intervention planning process

Introduction

Existing intervention planning frameworks

Scoping the problem

Situation analysis

SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis

Evaluation planning

Developing the intervention

Summary

Chapter review questions

Notes

Recommended reading



4. Upstream, policy and partnerships

Upstream factors

Partnerships

Features of successful partnerships

Partnership challenges

Public-private partnerships (PPPs)

The challenge of health-related partnerships with the alcohol industry

Summary

Chapter review questions

Notes

Recommended reading



5. Ethical issues in social marketing
Ethics defined
Ethical dilemmas in social marketing
Ethical frameworks
Ethical issues in targeting
Fear appeals
Role of culture in establishing ethical standards
Code of ethics
Summary
Chapter review questions
Notes
Recommended reading


Part 2: Understanding the citizen

6. Understanding the consumer: the role of theory

Theory

What is theory?

Is theory really useful in practice?

The role of theory

The limitations of theory

Theories of behaviour change

Summary

Chapter review questions

Notes

Recommended reading



7. Conducting research in social marketing

Overview of research

Research ethics

Qualitative, quantitative and mixed methods techniques

Quantitative techniques

Qualitative techniq