Social Marketing (eBook, ePUB)

Theoretical and Practical Perspectives
Redaktion: Goldberg, Marvin E.; Middlestadt, Susan E.; Fishbein, Martin

• Format: ePub

Produktbeschreibung

Social Marketing: marketing in the service of societal problems. Does this approach represent dangerous social engineering, or is it the best hope we have to treat what are often regarded as intransigent problems? For both academics and practitioners involved with social marketing, the domain remains in its infancy. Programs and approaches are being developed and implemented by practitioners; academics are defining "what it is," "where it comes from," and "where it is going."

This book incorporates many of the presentations made at the "Role of Advertising in Social Marketing" Conference sponsored by the Society for Consumer Psychology. Professionals from academia, government, and non-government organizations address a highly diverse and interesting set of societal concerns ranging from organ donation to violence in sports, from efforts to promote safe sex and family planning to better understand cigarette smokers and their perceptions. Are marketing's "four Ps"--product, price, place, and promotion--enough to help solve these problems, or does social marketing at the end of the 1990s need to call on other Ps, such as political persuasion? This volume thoughtfully addresses theoretical and empirical issues challenging academics and practitioners alike to find out how to borrow the best of marketing for application in social marketing.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 480
• Erscheinungstermin: 6. Juli 2018
• Englisch
• ISBN-13: 9781317778608
• Artikelnr.: 56842725

Autorenporträt

Marvin E. Goldberg, Martin Fishbein, Susan E. Middlestadt

Inhaltsangabe

Contents: Preface. Part I: Paradigms/Perspectives.A. Andreasen
Challenges for the Science and Practice of Social Marketing. W.A. Smith
Social Marketing: Beyond the Nostalgia. M. Stead
G. Hastings
Advertising in the Social Marketing Mix: Getting the Balance Right. R. Hornik
Public Health Education and Communication as Policy Instruments for Bringing About Changes in Behavior. Part II: Methodological Issues/Psychographic Segmentation.G.I. Balch
S.M. Sutton
Keep Me Posted: A Plea for Practical Evaluation. J.P. Baggaley
From Madison Avenue to the Field: Cross-Cultural Uses of Media Research Technology. M.R. Swenson
W.D. Wells
Useful Correlates of Pro-Environmental Behavior. C. Currence
Demographic and Lifestyle Data: A Practical Application to Stimulating Compliance With Mammography Guidelines Among Poor Women. Part III: Fighting Aids/Promoting Family Planning.M. Fishbein
C. Guenther-Grey
W. Johnson
R.J. Wolitski
A. McAlister
C.A. Rietmeijer
K. O'Reilly
The AIDS Community Demonstration Projects
Using a Theory-Based Community Intervention to Reduce AIDS Risk Behaviors: The CDC's AIDS Community Demonstration Projects. P.D. Harvey
Advertising Affordable Contraceptives: The Social Marketing Experience. D.W. Dahl
G.J. Gorn
C.B Weinberg
Marketing
Safer Sex
and Condom Acquisition. Part IV: Antismoking Efforts.C. Pechmann
Does Antismoking Advertising Combat Underage Smoking? A Review of Past Practices and Research. J.H. Mintz
N. Layne
R. Ladouceur
J. Hazel
M. Desrosiers
Social Advertising and Tobacco Demand Reduction in Canada. L.T. Kozlowski
C.T. Sweeney
Low Yield
Light
and Ultra Light Cigarettes: Let's Understand the Product Before We Promote. J.B. Cohen
The Dangers of Advertising Low Tar Cigarettes: Let's Understand What Consumers Understand. Part V: Three Differing Institutional Approaches: Government
Nongovernment Organizations
Private Corporations.F. Kroger
J.W. McKenna
M. Shepherd
E.H. Howze
D.S. Knight
Marketing Public Health: The CDC Experience. S.E. Middlestadt
C. Schechter
J. Peyton
B. Tjugum
Community Involvement in Health Planning: Lessons Learned From Practicing Social Marketing in a Context of Community Control
Participation and Ownership. P.N. Bloom
P.Y. Hussein
L.R. Szykman
The Benefits of Corporate Social Marketing Initiatives. Part VI: The Broad Potential of Social Marketing.M.E. Goldberg
O. Sandikci
D. Litvack
Reducing the Level of Violence in Hockey. J.A. Flora
C. Schooler
R.M. Pierson
Effective Health Promotion Among Communities of Color: The Potential of Social Marketing. J. Prottas
Advertising and Its Role in Organ Donation. J.B. Kernan
T.J. Domzal
Hippocrates to Hermes: The Postmodern Turn in Public Health Advertising.