Principles and practice of social marketing [electronic resource] : an international perspective / Rob Donovan and Nadine Henley.

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Bibliographic Details
Edition:Fully updated ed., New international ed.
Published: Cambridge ; New York : Cambridge University Press, 2010.
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Format: Electronic eBook
Table of Contents:
  • Social marketing and social change
  • Principles of marketing
  • Social marketing and the environment
  • Advocacy and environmental change
  • Principles of communication and persuasion
  • Models of attitude and behaviour change
  • Research and evaluation
  • Ethical issues in social marketing
  • The competition
  • Segmentation and targeting
  • The marketing mix
  • Using media in social marketing
  • Using sponsorship to achieve changes in people, places and policies
  • Planning and developing social marketing campaigns and programmes
  • Case study: the Act-Belong-Commit Campaign promoting positive mental health.