{"product_id":"social-marketing-and-social-change-9780470936849","title":"Social Marketing and Social Change","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eHow can we facilitate more effective, efficient, equitable and sustainable solutions to the problems that confound our communities and world? Social marketing guru R.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eFigures and Tables xi\u003c\/p\u003e \u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003ePreface xix\u003c\/p\u003e \u003cp\u003eThe Author xxv\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 The History and Domains of Social Marketing 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 2\u003c\/p\u003e \u003cp\u003eThe Change We Need: New Ways of Thinking About Social Issues 2\u003c\/p\u003e \u003cp\u003eWicked Problems and Their Solution 5\u003c\/p\u003e \u003cp\u003eWhy Use Social Marketing? 9\u003c\/p\u003e \u003cp\u003eWhat is Social Marketing? 13\u003c\/p\u003e \u003cp\u003eA Historical Perspective 15\u003c\/p\u003e \u003cp\u003eSummary 30\u003c\/p\u003e \u003cp\u003eKey Terms 31\u003c\/p\u003e \u003cp\u003eDiscussion Questions 31\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Principles of Social Marketing 33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 34\u003c\/p\u003e \u003cp\u003eThe Characteristics of Social Marketing 34\u003c\/p\u003e \u003cp\u003eHow Can We Use Social Marketing? 38\u003c\/p\u003e \u003cp\u003eStrategic Social Marketing 41\u003c\/p\u003e \u003cp\u003eEthics for Social Marketing 70\u003c\/p\u003e \u003cp\u003eSummary 72\u003c\/p\u003e \u003cp\u003eKey Terms 73\u003c\/p\u003e \u003cp\u003eDiscussion Questions 74\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Determinants, Context, and Consequences for Individual and Social Change 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 76\u003c\/p\u003e \u003cp\u003eWhy Use Theory? 77\u003c\/p\u003e \u003cp\u003eFrom Individual to System Levels of Analysis: Changing Scales of Reality 91\u003c\/p\u003e \u003cp\u003eMindspace 97\u003c\/p\u003e \u003cp\u003eShifting from Individuals to Markets 115\u003c\/p\u003e \u003cp\u003eSummary 119\u003c\/p\u003e \u003cp\u003eKey Terms 120\u003c\/p\u003e \u003cp\u003eDiscussion Questions 121\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Segmentation and Competition 123\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 124\u003c\/p\u003e \u003cp\u003eSegmentation 124\u003c\/p\u003e \u003cp\u003eCompetition 143\u003c\/p\u003e \u003cp\u003eSummary 153\u003c\/p\u003e \u003cp\u003eKey Terms 154\u003c\/p\u003e \u003cp\u003eDiscussion Questions 154\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Moving from Descriptions of People to Understanding, Empathy, and Insight 157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 158\u003c\/p\u003e \u003cp\u003eThe Depth Deficit 160\u003c\/p\u003e \u003cp\u003ePriority Group Personas or Archetypes 163\u003c\/p\u003e \u003cp\u003eThe Creative Brief 169\u003c\/p\u003e \u003cp\u003eThe Vital Function of the Planner 175\u003c\/p\u003e \u003cp\u003eInsight 177\u003c\/p\u003e \u003cp\u003eDesigning Research for Empathy, Insight, and Inspiration 184\u003c\/p\u003e \u003cp\u003eSummary 202\u003c\/p\u003e \u003cp\u003eKey Terms 203\u003c\/p\u003e \u003cp\u003eDiscussion Questions 203\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 The Consumer Experience as the Marketer’s Touchpoint 205\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 206\u003c\/p\u003e \u003cp\u003eGoing Out of Our Heads 207\u003c\/p\u003e \u003cp\u003eExploratory Formative Research: Online Health Information Behaviors 215\u003c\/p\u003e \u003cp\u003eA Continuum of Touchpoints 244\u003c\/p\u003e \u003cp\u003eSummary 247\u003c\/p\u003e \u003cp\u003eKey Terms 247\u003c\/p\u003e \u003cp\u003eDiscussion Questions 248\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Strategic Positioning and Brands 249\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 250\u003c\/p\u003e \u003cp\u003ePositioning 250\u003c\/p\u003e \u003cp\u003ePositioning Concurrency as an HIV Risk Behavior 252\u003c\/p\u003e \u003cp\u003eBrands 254\u003c\/p\u003e \u003cp\u003eSummary 265\u003c\/p\u003e \u003cp\u003eKey Terms 266\u003c\/p\u003e \u003cp\u003eDiscussion Questions 266\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Embedding Marketing in Programs and Organizations: Developing Strategy 269\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 270\u003c\/p\u003e \u003cp\u003eCreating a Marketing Strategy 272\u003c\/p\u003e \u003cp\u003eApplying Social Marketing Anywhere, Anytime 288\u003c\/p\u003e \u003cp\u003eWays to Improve Social Marketing Programs 305\u003c\/p\u003e \u003cp\u003eSummary 307\u003c\/p\u003e \u003cp\u003eKey Terms 308\u003c\/p\u003e \u003cp\u003eDiscussion Questions 308\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Using Marketing Mix Components for Program Development 309\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 310\u003c\/p\u003e \u003cp\u003eProducts 311\u003c\/p\u003e \u003cp\u003eServices 314\u003c\/p\u003e \u003cp\u003ePlaces 321\u003c\/p\u003e \u003cp\u003ePrices 325\u003c\/p\u003e \u003cp\u003ePromotion 336\u003c\/p\u003e \u003cp\u003ePulling it All Together 345\u003c\/p\u003e \u003cp\u003eSummary 346\u003c\/p\u003e \u003cp\u003eKey Terms 347\u003c\/p\u003e \u003cp\u003eDiscussion Questions 348\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Monitoring and Evaluation 349\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 350\u003c\/p\u003e \u003cp\u003eProgram Monitoring 351\u003c\/p\u003e \u003cp\u003eEvaluation 361\u003c\/p\u003e \u003cp\u003eSummary 382\u003c\/p\u003e \u003cp\u003eKey Terms 383\u003c\/p\u003e \u003cp\u003eDiscussion Questions 384\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Personal and Community Engagement in Change 385\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 386\u003c\/p\u003e \u003cp\u003eCommunity-Based Approaches to Social Marketing 386\u003c\/p\u003e \u003cp\u003eShifting from Engagement to Activation 406\u003c\/p\u003e \u003cp\u003eCan Social Marketing Revitalize Communities? 408\u003c\/p\u003e \u003cp\u003eSummary 410\u003c\/p\u003e \u003cp\u003eKey Terms 410\u003c\/p\u003e \u003cp\u003eDiscussion Questions 411\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Social Technologies for Social Marketing and Social Change 413\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 414\u003c\/p\u003e \u003cp\u003eDeveloping Strategies for Social Media 414\u003c\/p\u003e \u003cp\u003eMobile Technologies 431\u003c\/p\u003e \u003cp\u003ePulling it Together: The Media Multiplexity Idea 440\u003c\/p\u003e \u003cp\u003eImplications of Social and Mobile Technologies for Marketing Social Change 441\u003c\/p\u003e \u003cp\u003eSummary 444\u003c\/p\u003e \u003cp\u003eKey Terms 444\u003c\/p\u003e \u003cp\u003eDiscussion Questions 445\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 Social Marketing for Dissemination and Program Sustainability 447\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 448\u003c\/p\u003e \u003cp\u003eDissemination of Program and Service Innovations 448\u003c\/p\u003e \u003cp\u003eMarketing to Achieve Sustainable Programs 460\u003c\/p\u003e \u003cp\u003eSummary 472\u003c\/p\u003e \u003cp\u003eKey Terms 473\u003c\/p\u003e \u003cp\u003eDiscussion Questions 474\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 Management and Innovation 475\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 476\u003c\/p\u003e \u003cp\u003eCreating a Marketing Culture 476\u003c\/p\u003e \u003cp\u003eInnovations 491\u003c\/p\u003e \u003cp\u003eLooking to the Future of Social Marketing 497\u003c\/p\u003e \u003cp\u003eSummary 501\u003c\/p\u003e \u003cp\u003eKey Terms 503\u003c\/p\u003e \u003cp\u003eDiscussion Questions 503\u003c\/p\u003e \u003cp\u003eReferences 505\u003c\/p\u003e \u003cp\u003eIndex 541\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402460930391,"sku":"9780470936849","price":66.56,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470936849.jpg?v=1730480475","url":"https:\/\/bookcurl.com\/products\/social-marketing-and-social-change-9780470936849","provider":"Book Curl","version":"1.0","type":"link"}