000			03592pam a2200337 i 4500
001			6024561
003			CaAEU
005			20240524103555.0
008			120919s2013 nyua b 001 0 eng
010			_a2012034833
020			_a9780273727224
040			_cTBS
041			_aeng
042			_apcc
050	0	0	_aHF5414 _b.E1794 2013
100			_aEagle, Lynne _921782 _eauthor
245	1	0	_aSocial marketing _c/ Lynne Eagle [and five others].
260			_aHarlow, England : _bPearson Education, _c2013.
300			_axviii, 350 pages : _billustrations (some color) ; _c25 cm
504			_aIncludes bibliographical references and index.
505			_aPreface — List of contributors — Authors' acknowledgements — Publisher's acknowledgements — The principles of social marketing — What is social marketing? — The core principles of social marketing — The social marketing intervention planning process — Upstream, policy, and partnerships — Ethical issues in social marketing — Understanding the citizen — Understanding the consumer : the role of theory — Conducting research in social marketing — Segmentation — Social forces and population-level effects — Designing effective social marketing solutions — Designing social marketing interventions : products, services, locations, channels — Message framing — Creativity in social marketing — Media in social marketing — Measurement and evaluation of social marketing programs — Glossary — Index.
520			_aSocial marketing is receiving unprecedented focus and support from government, the private sector and charities internationally. Social marketing attempts to educate people in the hope that they will make ‘informed’(i.e. healthy) choices regarding diet, lifestyle, and health related issues. The effective application of social marketing principles can be complex and controversial. Social marketing planning cannot be reduced to a simple set of actions on a checklist; there is no single strategy for success, and strategies that have proved successful with one population may not transfer to other populations. This text will explore the complexities involved in researching, planning and implementing effective social marketing programs, using illustrative cases from both successful and unsuccessful real-world programs. The authors provide a critical analysis of the origins of social marketing as a concept and of the claims made by its supporters and detractors in order to highlight what social marketing can and cannot achieve. This is followed by a review of strategic issues that must be considered in developing social marketing programs, including persuasion resistance, message relevance and message framing. Key themes included in the text are the impact of cultural factors on health-related behaviors, ethical issues and attitudes as a key factor underlying health-related behaviors. The authors introduce concepts, theories, and strategies that will aid the development, testing, and implementation of social marketing interventions. The book is suitable for both undergraduate and postgraduate students of business and marketing and those studying modules in social marketing.
650		0	_aBranding (Marketing) _xSocial aspects _98758
653			_aBibliography M1 - CO Marketing: Communication and Client Relationship
700			_aDahl, Stephan _921318 _eauthor
700			_aHill, Susie _921783 _eauthor
700			_aBird, Sara _921784 _eauthor
700			_aSpotswood, Fiona _921785 _eauthor
700			_aTapp, Alan _921781 _eauthor
942			_2lcc
999			_c2067 _d2067