For the first time, this benchmark handbook brings together a systematic framework and state-of-the-art thinking to provide complete coverage of the social marketing discipline. It presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments by: - examining the defining elements of social marketing, their intellectual origins, evolution, current status and direction of travel; -discussing how these have been used in practice, emphasising emerging areas and recent innovations; and -setting the agenda for future research and development in the discipline. For academics, this book will fill the gap in comprehensive social marketing literature, while being of interest to policymakers and post-graduate marketing and health studies students alike as it explores the idea that tools used to market fast-moving consumer goods and financial services can also be applied to pressing social problems.

Hastings, Gerard (Professor); Angus, Kathryn; Bryant, Carol A

Sage Publications (CA); Sage

Paul Chapman Publishing Ltd

Los Angeles: Sage

United Kingdom and Ireland, United Kingdom

Los Angeles, Calif, 2011

1, 2011-12-06

xxvi, 442 p. : 26 cm
"For the first time, this benchmark Handbook brings together a systematic framework and state of the art thinking to provide complete coverage of the social marketing discipline. The Handbook presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments by: examining the defining elements of social marketing, their intellectual origins, evolution, current status and direction of travel; discussing how these have been used in practice, emphasizing emerging areas and recent innovations; and, setting the agenda for future research and development in the discipline. For academics, this book will fill the gap in comprehensive social marketing literature, while being of interest to policymakers and graduate marketing and health studies students alike as it explores the idea that tools used to market fast-moving consumer goods and financial services can also be applied to pressing social problems, such as HIV/AIDS and global warming." --Provided by publisher
Includes bibliographic references and index
Section 1: Theoretical debates -- Section 2: Marketing planning -- Section 3: Research: it's roles and techniques -- Section 4: Dancing with the Devil -- Section 5: Upstream and social change -- Section 6: Social marketing in practice: case studies

This benchmark handbook brings together a systematic framework and state of the art thinking to provide complete coverage of the social marketing discipline. It presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments by: - examining the defining elements of social marketing, their intellectual origins, evolution, current status and direction of travel; - discussing how these have been used in practice, emphasising emerging areas and recent innovations; and ..

2023-06-28