Social
Marketing
Principles & Practice
In this book, the authors introduce and elucidate the principles of social
marketing, and illustrate these principles with examples of practical
application.
For Rob Donovan and Nadine Henley, social marketing is not just the application of commercial marketing techniques to achieving socially desirable goals. Rather, social marketing is the application of the marketing concept, commercial marketing techniques, and other social change techniques to achieve individual behaviour changes and societal structural changes that are consistent with the UN Universal Declaration of Human Rights.
To illustrate the principles, Donovan and Henley draw on material from social marketing campaigns that have focused on a broad variety of health and social policy issues, including:
- licit and illicit drug use;
- racism;
- transport planning;
- re-cycling;
- physical activity;
- intimate partner and relationship violence;
- immunisation;
- road safety;
- nutrition; and
- parenting.
Prominence is given to Australian social marketing campaigns and research.
The book is a successful blend of the authors’ hands-on experience in researching, developing and implementing social marketing campaigns, their experience teaching social marketing, and their understanding of the marketing concept and commercial marketing.
The book will prove valuable, as both a basic text and a ‘how-to’ guide, for
- health promotion and social marketing practitioners;
- tertiary-level students of social marketing and health promotion, and academics and researchers with an interest in social marketing; and
- public sector and NGO professionals, and their advisors, who seek to implement individual behaviour and societal structural change.
Bibliographic
details:
Published, October, 2003. 170 x 245mm. 432 pages.
Includes bibliography and index.
Paperback.
ISBN: 0 9578617 5 3. $85.00