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Social Marketing and Social Change [electronic resource] : Strategies and Tools For Improving Health, Well-Being, and the Environment

By: Material type: Computer fileComputer filePublisher number: 9780470936849Publication details: Chichester : Wiley, 2013.ISBN:
  • 9781118235249
Subject(s): Genre/Form: Additional physical formats: Print version:: Social Marketing and Social Change : Strategies and Tools For Improving Health, Well-Being, and the EnvironmentDDC classification:
  • 362.1068 362.10688
LOC classification:
  • RA971
Online resources:
Contents:
Social Marketing and Social Change: Strategies and Tools for Health, Well-Being, and the Environment; Copyright; Contents; Figures and Tables; Figures; Tables; Acknowledgments; Preface; The Author; Chapter 1: The History and Domains of Social Marketing; Learning Objectives; The Change We Need: New Ways of Thinking About Social Issues; Wicked Problems and Their Solution; Why Use Social Marketing?; What Is Social Marketing?; A Historical Perspective; The Beginnings of Social Marketing Practice; Beyond Contraceptive Social Marketing; The Evolution of Social Marketing in Developed Countries
Chapter 3: Determinants, Context, and Consequences for Individual and Social ChangeLearning Objectives; Why Use Theory?; Vital Behaviors and Sources of Influence; Learning New Behaviors Versus Changing Them; An Integrative Model of Behavior Prediction; The Process of Behavior Change Framework; From Individual to System Levels of Analysis: Changing Scales of Reality; Behavioral Economics; Mindspace; Diffusion of Innovations; Design Thinking; Service Design; Social Networks; Building Communities; Shifting from Individuals to Markets; The Essence of Markets; Markets and Society; Summary
Chapter 6: The Consumer Experience as the Marketer's Touchpoint
Key TermsDiscussion Questions; Chapter 4: Segmentation and Competition; Learning Objectives; Segmentation; Why Do Segmentation?; Segmentation: The First Critical Marketing Decision; Segmentation and Profiling; Rediscovering Segmentation; Rediscovering Specific Population Groups; How to Tell If Your Segmentation Scheme Is Worthwhile; Competition; Competition in the Marketplace for Innovation: One Laptopper Child; Competition and Social Change; Competition and Behavior; Summary; Key Terms; Discussion Questions; Chapter 5: Moving from Descriptions of People to Understanding, Empathy, and Insight
Learning ObjectivesThe Depth Deficit; Moving Beyond Superficial Understanding; The Empathy Link; Priority Group Personas or Archetypes; Personas for Priority Groups to Address Concurrent Sexual Partnerships; Persona Development for Programs Focusing on Moms; The Creative Brief; The Vital Function of the Planner; Insight; Designing Research for Empathy, Insight, and Inspiration; Phases of Formative Research; Formative Research Should Be a Conversation; Putting Innovation into Your Research; Summary; Key Terms; Discussion Questions
Other Marketing Influences on Social MarketingSummary; Key Terms; Discussion Questions; Chapter 2: Principles of Social Marketing; Learning Objectives; The Characteristics of Social Marketing; How Can We Use Social Marketing?; Strategic Social Marketing; Carrots, Sticks, and Promises; People and Places Framework; An Integrative Model for Social Marketing; Designing Integrated Social Marketing Programs; Markets and Social Marketing; Example of the Health Information Marketplace; Ethics for Social Marketing; Summary; Key Terms; Discussion Questions
Summary: How can we facilitate more effective, efficient, equitable and sustainable solutions to the problems that confound our communities and world? Social marketing guru R. Craig LeFebvre weaves together multi-level theories of change, research and case studies to explain and illustrate the development of social marketing to address some of society's most vexing problems. The result is a people-centered approach that relies on insight and empathy as much as on data for the inspiration, design and management of programs that strive for changes for good. This text is ideal for students and professi
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Enhanced descriptions from Syndetics:

Description based upon print version of record.

Social Marketing and Social Change: Strategies and Tools for Health, Well-Being, and the Environment; Copyright; Contents; Figures and Tables; Figures; Tables; Acknowledgments; Preface; The Author; Chapter 1: The History and Domains of Social Marketing; Learning Objectives; The Change We Need: New Ways of Thinking About Social Issues; Wicked Problems and Their Solution; Why Use Social Marketing?; What Is Social Marketing?; A Historical Perspective; The Beginnings of Social Marketing Practice; Beyond Contraceptive Social Marketing; The Evolution of Social Marketing in Developed Countries

Chapter 3: Determinants, Context, and Consequences for Individual and Social ChangeLearning Objectives; Why Use Theory?; Vital Behaviors and Sources of Influence; Learning New Behaviors Versus Changing Them; An Integrative Model of Behavior Prediction; The Process of Behavior Change Framework; From Individual to System Levels of Analysis: Changing Scales of Reality; Behavioral Economics; Mindspace; Diffusion of Innovations; Design Thinking; Service Design; Social Networks; Building Communities; Shifting from Individuals to Markets; The Essence of Markets; Markets and Society; Summary

Chapter 6: The Consumer Experience as the Marketer's Touchpoint

Key TermsDiscussion Questions; Chapter 4: Segmentation and Competition; Learning Objectives; Segmentation; Why Do Segmentation?; Segmentation: The First Critical Marketing Decision; Segmentation and Profiling; Rediscovering Segmentation; Rediscovering Specific Population Groups; How to Tell If Your Segmentation Scheme Is Worthwhile; Competition; Competition in the Marketplace for Innovation: One Laptopper Child; Competition and Social Change; Competition and Behavior; Summary; Key Terms; Discussion Questions; Chapter 5: Moving from Descriptions of People to Understanding, Empathy, and Insight

Learning ObjectivesThe Depth Deficit; Moving Beyond Superficial Understanding; The Empathy Link; Priority Group Personas or Archetypes; Personas for Priority Groups to Address Concurrent Sexual Partnerships; Persona Development for Programs Focusing on Moms; The Creative Brief; The Vital Function of the Planner; Insight; Designing Research for Empathy, Insight, and Inspiration; Phases of Formative Research; Formative Research Should Be a Conversation; Putting Innovation into Your Research; Summary; Key Terms; Discussion Questions

Other Marketing Influences on Social MarketingSummary; Key Terms; Discussion Questions; Chapter 2: Principles of Social Marketing; Learning Objectives; The Characteristics of Social Marketing; How Can We Use Social Marketing?; Strategic Social Marketing; Carrots, Sticks, and Promises; People and Places Framework; An Integrative Model for Social Marketing; Designing Integrated Social Marketing Programs; Markets and Social Marketing; Example of the Health Information Marketplace; Ethics for Social Marketing; Summary; Key Terms; Discussion Questions

How can we facilitate more effective, efficient, equitable and sustainable solutions to the problems that confound our communities and world? Social marketing guru R. Craig LeFebvre weaves together multi-level theories of change, research and case studies to explain and illustrate the development of social marketing to address some of society's most vexing problems. The result is a people-centered approach that relies on insight and empathy as much as on data for the inspiration, design and management of programs that strive for changes for good. This text is ideal for students and professi