Preface

Acknowledgements

Chapter 1 Social marketing and social change
Chapter 2 Principles of marketing
Chapter 3 Social marketing and the environment
Chapter 4 Advocacy and environmental change
Chapter 5 Principles of communication and persuasion
Chapter 6 Models of attitude and behaviour change
Chapter 7 Research and evaluation
Chapter 8 Ethical issues in social marketing
Chapter 9 The competition
Chapter 10 Segmentation and targeting
Chapter 11 The marketing mix
Chapter 12 Using media in social marketing
Chapter 13 Using sponsorship to achieve changes in people, places and policies
Chapter 14 Planning and developing social marketing campaigns and programmes
Chapter 15 Case study: the Act-Belong-Commit campaign promoting positive mental health

References

Index