Social Marketing : Strategies and Techniques

Contents: Preface. 1. Social marketing: an introduction. 2. Social responsibility in social marketing. 3. Economic man vs. social man in social marketing. 4. Social marketing for social change. 5. Consumerism in social marketing. 6. Marketing and safer sex in social marketing. 7. Advertising experience with social marketing. 8. Advertising in the social marketing mix. 9. Pro-environmental behaviour in social marketing. 10. Health promotion through social marketing. 11. Postmodern turn in public health advertising. 12. Equal opportunity for consumer. 13. Social responsibility from a consumer perspective. 14. Developing consumer user products. 15. Making environment friendly products. 16. Efficiency and effectiveness of marketing. Bibliography. Index.

"Social marketing is the systematic application of marketing alongside other concepts and techniques to achieve specific behavioural goals for a social good. While social marketing initially developed from a desire to capitalise on commercial marketing techniques it has in the last decade matured into a much more integrative and inclusive discipline that draws on the full range of social sciences and social policy approaches as well as marketing. This book focuses on direct mail, mass media, developing a marketing plan and program evaluation." (jacket)