Social
Marketing
Principles & Practice
Reviews
‘Donovan
and Henley have distilled their marketing knowledge, experience in developing
social marketing campaigns, and research expertise in health and social
policy areas to produce a highly readable and comprehensive social marketing
text aimed at researchers, practitioners and students. Although the book
is aimed at social marketing and health promotion audiences, it would
appeal to health social scientists in general, and any stakeholder concerned
with preventing health and social problems.’
From review published in Drug and Alcohol Review, March 2005, 24, 201-202, by Nick Higginbotham, The University of Newcastle, NSW.
‘This
book, authored by two of Australia’s leading social marketing researchers
and practitioners, is a welcome addition to the social marketing literature
for at least three reasons. First, it provides a showcase of social marketing
projects conducted in Australia and other international venues that are
not covered in other texts on the subject. Second, it may be the best
presentation yet of an integration of theory, research and practice in
social marketing. . . Finally, it is the first book since Manoff’s.
. . (1985) to firmly place its discussion of social marketing within a
public health philosophy and framework. In and of itself, the latter point.
. . makes this book required reading for anyone using social marketing
in public health contexts. . . [the] book is a unique contribution to
the body of work in this area. Its focus on campaigns not well known among
North American readers is a plus. But more importantly, it represents
the viewpoint of practitioners who are also well-schooled in commercial
marketing thought and practice, the philosophy and culture of public health
practice, and the behavioural theories and research models of the academic
world. For that they deserve much credit and is why Social Marketing:
Principles and Practice should be on every social marketer’s bookshelf
(but read it first!)’.
From review
published in Social Marketing Quarterly, Vol. X, No. 1, Spring
2004, by R. Craig Lefebvre, Lefebvre Consulting Group.
‘This
book can make a significant contribution towards promoting a greater understanding
among population health planners and practitioners about what social marketing
encompasses and how the framework of social marketing can best be applied.
. . this is the first Australian text devoted solely to covering this
field. . . Donovan and Henley offer a broad coverage of the theory and
practice of social marketing with a strong emphasis on Australian context
and experience. . . The content of the three case studies will be useful
for the student and practitioner, as it reflects the application of key
social marketing principles in the diverse contexts of immunisation, transport
and domestic violence. . . While the book is not designed to be a hands-on
practitioners’ manual, it provides a comprehensive and practical
overview of social marketing to engage and inform both students and practitioners,
and is recommended to these readers. It also contains a wealth of useful
material for public health and marketing academics to draw upon in tertiary
programs.’
From review
published in Health Promotion Journal of Australia, 2004: 15 (1),
by Tom Carroll, Carroll Communications.
‘The
authors seek to move beyond the (original) definition of social marketing
as ‘. . . an application of marketing principles and tools to the
achievement of socially desirable ends’ and, consequently, they adopt
a broader approach which has particular relevance to health promotion.
For example, in addition to emphasizing the distinction between social
and commercial marketing, the book also elaborates on the nature of the
particular socially desirable goals that should be espoused by health
promotion – asserting that these should be firmly rooted in the ideology
of the United Nations Charter on Human Rights. . . the book is well written
and well referenced. Its use of boxes, illustrations, and diagrams is
exemplary, and its general style makes it enjoyable to read. . . I will
certainly recommend it strongly to the students whom I teach.’
From review published in Health Education Research, Vol. 19, No. 2, 2004, by Keith Tones, Executive Editor.