Social Marketing and Social Change. Strategies and Tools For Improving Health, Well-Being, and the Environment
John Wiley and Sons Ltd, April 2013, Pages: 592
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 professionals in health, nonprofit, business, social services, and other areas.
“This is it -- the comprehensive, brainy road map for tackling wicked social problems. It’s all right here: how to create and innovate, build and implement, manage and measure, scale up and sustain programs that go well beyond influencing individual behaviors, all the way to broad social change in a world that needs the help.”—Bill Novelli, Professor, McDonough School of Business, Georgetown University, former CEO, AARP and founder, Porter Novelli and the Campaign for Tobacco-Free Kids
“I’m unaware of a more substantive treatise on social marketing and social change. Theoretically based; pedagogically focused; transdisciplinary; innovative; and action oriented: this book is right for our time, our purpose, and our future thinking and action.”—Robert Gold, MS, PhD, Professor of Public Health and Former Dean of the School of Public Health at the University of Maryland, College Park
“This book -- like its author -- is innovative and forward-looking, yet also well-grounded in the full range of important social marketing fundamentals.”—Edward Maibach, MPH, PhD, University Professor and Director, Center for Climate Change Communication, George Mason University
Figures and Tables
Acknowledgments
Preface
The Author
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
Summary
Key Terms
Discussion Questions
2 Principles of Social Marketing
Learning Objectives
The Characteristics of Social Marketing
How Can We Use Social Marketing?
Strategic Social Marketing
Ethics for Social Marketing
Summary
Key Terms
Discussion Questions
3 Determinants, Context, and Consequences for Individual and Social Change
Learning Objectives
Why Use Theory?
From Individual to System Levels of Analysis: Changing Scales of Reality
Shifting from Individuals to Markets
Summary
Key Terms
Discussion Questions
4 Segmentation and Competition
Learning Objectives
Segmentation
Competition
Summary
Key Terms
Discussion Questions
5 Moving from Descriptions of People to Understanding, Empathy, and Insight
Learning Objectives
The Depth Deficit
Priority Group Personas or Archetypes
The Creative Brief
The Vital Function of the Planner
Insight
Designing Research for Empathy, Insight, and Inspiration
Summary
Key Terms
Discussion Questions
6 The Consumer Experience as the Marketer’s Touchpoint
Learning Objectives
Going Out of Our Heads
Exploratory Formative Research: Online Health Information Behaviors
A Continuum of Touchpoints
Summary
Key Terms
Discussion Questions
7 Strategic Positioning and Brands
Learning Objectives
Positioning
Positioning Concurrency as an HIV Risk Behavior
Brands
Summary
Key Terms
Discussion Questions
8 Embedding Marketing in Programs and Organizations: Developing Strategy
Learning Objectives
Creating a Marketing Strategy
Applying Social Marketing Anywhere, Anytime
Ways to Improve Social Marketing Programs
Summary
Key Terms
Discussion Questions
9 Using Marketing Mix Components for Program Development
Learning Objectives
Products
Services
Places
Prices
Promotion
Pulling It All Together
Summary
Key Terms
Discussion Questions
10 Monitoring and Evaluation
Learning Objectives
Program Monitoring
Evaluation
Summary
Key Terms
Discussion Questions
11 Personal and Community Engagement in Change
Learning Objectives
Community-based Approaches to Social Marketing
Shifting from Engagement to Activation
Can Social Marketing Revitalize Communities?
Summary
Key Terms
Discussion Questions
12 Social Technologies for Social Marketing and Social Change
Learning Objectives
Developing Strategies for Social Media
Mobile Technologies
Pulling It Together: The Media Multiplexity Idea
Implications of Social and Mobile Technologies for Marketing Social Change
Summary
Key Terms
Discussion Questions
13 Social Marketing for Dissemination and Program Sustainability
Learning Objectives
Dissemination of Program and Service Innovations
Marketing to Achieve Sustainable Programs
Summary
Key Terms
Discussion Questions
14 Management and Innovation
Learning Objectives
Creating a Marketing Culture
Innovations
Looking to the Future of Social Marketing
Summary
Key Terms
Discussion Questions
References
Index
R. Craig Lefebvre, PhD is a thought leader and practice advocate for applying marketing to social issues. He is chief maven at socialShift?a social design, marketing, and media consultancy, lead change designer at RTI International, and research professor in the University of South Florida College of Public Health.
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