Social marketing. (2013)

• Record Type: Book
• Further Information: Note: Lynne Eagle, Stephan Dahl, Susie Hill, Sara Bird, Fiona Spotswood and Alan Tapp.
• Authors: Eagle, Lynne; Bird, Sara; Dahl, Stephan; Hill, Susie; Spotswood, Fiona; Tapp, Alan
• Contents: Cover -- Contents -- Contributors -- Preface -- Acknowledgements -- PART 1: The principles of social marketing -- Chapter 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 -- Recommended reading -- Notes -- Chapter 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 commercial marketing tools -- Why social marketing is different -- Other commercial marketing tools -- Summary -- Chapter review questions -- Recommended reading -- Notes -- Chapter 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 -- Recommended reading -- Notes -- Chapter 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 -- Recommended reading -- Notes -- Chapter 5: Ethical issues in social marketing -- Ethics defined Ethical dilemmas within social marketing -- Ethical frameworks -- Ethical issues in targeting -- Fear appeals -- Role of culture in establishing ethical standards -- Code of ethics -- Summary -- Chapter review questions -- Recommended reading -- Notes -- PART 2: Understanding the consumer -- Chapter 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 -- Recommended reading -- Notes Chapter 7: Conducting research in social marketing -- Overview of research -- Research ethics -- Qualitative, quantitative and mixed methods techniques -- Quantitative techniques -- Qualitative techniques -- Pre-testing -- Qualitative data analysis -- Summary -- Chapter review questions -- Recommended reading -- Notes -- Chapter 8: Segmentation -- Segmentation defined -- Segmentation methods -- Effective segments -- characteristics -- Commercial segmentation packages -- Case studies for discussion -- Summary -- Chapter review questions -- Recommended reading -- Notes
• Publisher Details: Harlow, England : Pearson
• Publication Date: 2013
• Extent: 1 online resource ([xviii, 350] pages), illustrations (black and white, and colour)
• Subjects: 658.8; Social marketing; Marketing social; Social marketing; Electronic books; Electronic books
• Languages: English
• ISBNs: 0273727230; 9780273727231; 9780273727224; 0273727222; 9781299283473; 1299283470
• Notes: Note: Includes bibliographical references and index.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.