Table of Contents

• Part 1: The principles of social marketing
• 1.    What is social marketing?
• 2.    The core principles of social marketing
• 3.    The social marketing intervention planning process
• 4.    Upstream, policy and partnerships
• 5.  Ethical issues in social marketing 
• Part 2: Understanding the citizen
• 6.   Understanding the consumer: the role of theory
• 7.  Conducting research in social marketing
• 8. Segmentation
• 9.  Social forces and population level effects
• Part 3: Designing effective social marketing solutions
• 10.  Designing social marketing interventions: products, services, locations, channels
• 11.  Message framing
• 12.  Creativity in social marketing
• 13.  Media in social marketing
• 14.  Measurement and evaluation of social marketing programmes

Promotional Information

The book is suitable for both undergraduate and postgraduate students of business and marketing and those studying modules in social marketing.

About the Author

Professor Lynne Eagle is Professor of Marketing at James Cook University, Australia.

Dr Stephan Dahl is Sinior Lecturer in Marketing at Hull University Business School.

Susie Hill is Global Adviser on health behaviour change and health promotion for Shell Plc.

Sara Bird is Senior Lecturer in Marketing at the University of the West of England.

Dr Fiona Spotswood is Lecturer in Marketing at the University of the West of England.

Professor Alan Tapp is Professor of Marketing at the University of the West of England.