The Handbook of Persuasion and Social Marketing
by David W. Stewart, Editor
December 2014, 1009pp, 6 1/8x9 1/4
3 volumes, Praeger

Hardcover: 978-1-4408-0404-5
$194, £144, 162€, A278
eBook Available: 978-1-4408-0405-2
Please contact your preferred eBook vendor for pricing.

The government often funds marketing campaigns to manipulate behaviors.

This timely set traces the evolution of social marketing from its deep roots in psychology, religion, and politics to its current role as an influencer of societal and behavioral change.

Few realize that the methods behind the social marketing discipline are not new but are based on traditional sales techniques reengineered to advocate social responsibility. Since emerging, the movement has prompted a rapid change in how we communicate and what we say. Funding from government agencies, foundations, and organizations like the National Cancer Institute and the American Heart Association have prompted campaigns that promote healthy behaviors and deter unhealthy actions. In this three-volume set, a panel of experts take an unprecedented look at this marketing phenomena as a means of influencing behaviors that benefit individuals and society overall.

This comprehensive collection examines the role of persuasion in a marketing context. The book’s central theme is woven throughout each of the three volumes: volume one focuses on the conceptual and philosophical foundations of the trend; the second part addresses its theoretical and strategic dimensions; and the final section discusses applications to specific societal issues like personal, public, and environmental caretaking; disease prevention; good nutrition; and safe sex. Chapters address campaign planning, regulatory and compliance issues, and the measurement of outcomes.


  • Includes contributions from scholars in the fields of marketing, psychology, health communications, sociology, environmental sustainability, economics, statistics, law, advertising, and journalism
  • Explains how to plan a campaign to encourage and facilitate behavioral change
  • Offers a rich set of applications in a wide variety of settings, including health, environment, family planning, food, well-being, and economic development, all with deep philosophic and theoretical grounding
  • Illuminates the variety of philosophical approaches to social marketing ranging from the idea that awareness alone can bring about change, to the view that persistent nudging will deliver results, to the position that only strong social control can create the "right" outcome
David W. Stewart, PhD, is President's Professor of Marketing and Law at Loyola Marymount University in Los Angeles, CA. His published works include Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence, and Business Impact; Focus Groups: Theory and Practice; and Effective Television Advertising: A Study of 1000 Commercials. Stewart received his doctorate in psychology from Baylor University in Waco, TX.


"More expansive and recent than The Sage Handbook of Social Marketing (2011), this set would be a valuable addition to any academic library's business collections. Summing Up: Highly recommended. Upper-level undergraduates through researchers/faculty.—Choice, July 1, 2015
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.
Accept All Cookies | Decline.