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