{"product_id":"social-marketing-9780273727224","title":"Social Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eProfessor Lynne Eagle is Professor of Marketing at James Cook University, Australia. \u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003eDr Stephan Dahl is Sinior Lecturer in Marketing at Hull University Business School. \u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003eSusie Hill is Global Adviser on health behaviour change and health promotion for Shell Plc.\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003eSara Bird is Senior Lecturer in Marketing at the University of the West of England. \u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003eDr Fiona Spotswood is Lecturer in Marketing at the University of the West of England.\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003eProfessor Alan Tapp is Professor of Marketing at the University of the West of England.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cstrong\u003e\u003c\/strong\u003e\u003cp\u003e\u003cstrong\u003ePreface\u003cbr\u003eList of contributors\u003cbr\u003eAuthors’ acknowledgements\u003cbr\u003ePublisher’s acknowledgements\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003ePart 1: The principles of social marketing\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e1.    What is social marketing?\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eEvolution and application of social marketing\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhat social marketing is not\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eCurrent social marketing focus\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eUnintended consequences\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eJustification of government-sponsored social marketing interventions\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSummary\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter review questions\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eNotes\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eRecommended reading\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e \u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\u003cb\u003e2.    \u003c\/b\u003eThe core principles of social marketing\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eThe core principles\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eTraditionalists versus convergents: the debate about commercial marketing technologies\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eThe example of exchange: debating the use of commercial marketing theory\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eThe example of the 4Ps: debating the use of the commercial marketing tools\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy social marketing is different\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eOther commercial marketing tools\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSummary\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter review questions\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eNotes\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eRecommended reading\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e \u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\u003cb\u003e3.    \u003c\/b\u003eThe social marketing intervention planning process\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eIntroduction\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eExisting intervention planning frameworks\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eScoping the problem\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSituation analysis\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSWOT (Strengths, Weaknesses, Opportunities and Threats) analysis\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eEvaluation planning\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eDeveloping the intervention\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSummary\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter review questions\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eNotes\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eRecommended reading\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e \u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\u003cb\u003e4.    \u003c\/b\u003eUpstream, policy and partnerships\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eUpstream factors\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003ePartnerships\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eFeatures of successful partnerships\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003ePartnership challenges\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003ePublic–private partnerships (PPPs)\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eThe challenge of health-related partnerships with the alcohol industry\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSummary\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter review questions\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eNotes\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eRecommended reading\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e \u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\u003cb\u003e5.  \u003c\/b\u003eEthical issues in social marketing \u003cbr\u003eEthics defined\u003cbr\u003eEthical dilemmas in social marketing\u003cbr\u003eEthical frameworks\u003cbr\u003eEthical issues in targeting\u003cbr\u003eFear appeals\u003cbr\u003eRole of culture in establishing ethical standards\u003cbr\u003eCode of ethics\u003cbr\u003eSummary\u003cbr\u003eChapter review questions\u003cbr\u003eNotes\u003cbr\u003eRecommended reading\u003cbr\u003e\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003ePart 2: Understanding the citizen\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\u003cb\u003e6.   \u003c\/b\u003eUnderstanding the consumer: the role of theory\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eTheory\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhat is theory?\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eIs theory really useful in practice?\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eThe role of theory\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eThe limitations of theory\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eTheories of behaviour change\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSummary\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter review questions\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eNotes\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eRecommended reading\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e \u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\u003cb\u003e7.  \u003c\/b\u003eConducting research in social marketing\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eOverview of research\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eResearch ethics\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eQualitative, quantitative and mixed methods techniques\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eQuantitative techniques\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eQualitative techniques\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003ePre-testing\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eQualitative data analysis\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSummary\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter review questions\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eNotes \u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eRecommended reading\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e \u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e8. Segmentation\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSegmentation defined\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSegmentation methods\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eEffective segments – characteristics\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eCommercial segmentation packages\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eCase studies for discussion\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter review questions\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eNotes\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eRecommended reading (case studies)\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e \u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e \u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\u003cb\u003e9.  \u003c\/b\u003eSocial forces and population level effects\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSocial forces\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eConformity\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSocial norm campaigns\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eGroup types\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eGroup effects\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eCompliance\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSummary\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter review questions\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eNotes\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eRecommended reading\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e \u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003ePart 3: Designing effective social marketing solutions\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\u003cb\u003e10.  \u003c\/b\u003eDesigning social marketing interventions: products, services, locations, channels\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e \u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eDesigning campaigns\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eDeveloping products for social marketing campaigns\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eBrand development for social marketing\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eBrand attributes\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eBrand dimensions\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"Pearson Education","offers":[{"title":"Default Title","offer_id":51017725575511,"sku":"9780273727224","price":999.99,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780273727224.jpg?v=1750774469","url":"https:\/\/bookcurl.com\/products\/social-marketing-9780273727224","provider":"Book Curl","version":"1.0","type":"link"}