| Description |
1 online resource |
| Contents |
Part, I Paradigms/Perspectives -- chapter 1 Challenges for the Science and Practice of Social Marketing / Alan R. Andreasen -- chapter 2 Social Marketing: Beyond the Nostalgia / William A. Smith -- chapter 3 Advertising in the Social Marketing Mix: Getting the Balance Right / Martine Stead Gerard Hastings -- chapter 4 Public Health Education and Communication as Policy Instruments for Bringing About Changes in Behavior / Robert Hornik -- part, II Methodological Issues/Psychographic Segmentation -- chapter 5 Keep Me Posted: A Plea for Practical Evaluation / George I. Balch Sharyn M. Sutton -- chapter 6 From Madison Avenue to the Field: Cross-Cultural Uses of Media Research Technology / Jonathan P. Baggaley -- chapter 7 Useful Correlates of Pro-Environmental Behavior / Michael R. Swenson William D. Wells -- chapter 8 Demographic and Lifestyle Data: A Practical Application to Stimulating Compliance with Mammography Guidelines Among Poor Women / Cynthia Currence -- part, III Fighting AIDS/Promoting Family Planning -- chapter 9 Using a Theory-Based Community Intervention to Reduce AIDS Risk Behaviors: The CDC's AIDS Community Demonstration Projects / Martin Fishbein Carolyn Guenther-Grey Wayne Johnson Richard J. Wolitski Alfred McAlister Cornelis A. Rietmeijer Kevin O'Reilly -- chapter 10 Advertising Affordable Contraceptives: The Social Marketing Experience / Philip D. Harvey -- chapter 11 Marketing, Safer Sex, and Condom Acquisition / Darren W. Dahl Gerald J. Gorn Charles B. Weinberg -- part, IV Antismoking Efforts -- chapter 12 Does Antismoking Advertising Combat Underage Smoking? A Review of Past Practices and Research / Cornelia Pechmann -- chapter 13 Social Advertising and Tobacco Demand Reduction in Canada / James H. Mintz Neville Layne Rachel Ladouceur Jane Hazel Monique Desrosiers -- chapter 14 Low Yield, Light, and Ultra Light Cigarettes: Let's Understand the Product Before We Promote / Lynn T. Kozlowski Christine T. Sweeney -- chapter 15 The Dangers of Advertising Low Tar Cigarettes: Let's Understand What Consumers Understand / Joel B. Cohen -- part, V Three Differing Institutional Approaches: Government, Nongovernment Organizations, Private Corporations -- chapter 16 Marketing Public Health: The CDC Experience / Fred Kroger Jeffrey W. McKenna Melissa Shepherd Elizabeth H. Howze Dorothy S. Knight -- chapter 17 Community Involvement in Health Planning: Lessons Learned From Practicing Social Marketing in a Context of Community Control, Participation, and Ownership / Susan E. Middlestadt Carol Schechter Jackson Peyton Brian Tjugum -- chapter 18 The Benefits of Corporate Social Marketing Initiatives / Paul N. Bloom Pattie Yu Hussein Lisa R. Szykman -- part, VI The Broad Potential of Social Marketing -- chapter 19 Reducing the Level of Violence in Hockey / Marvin E. Goldberg Ozlem Sandikci David Litvack -- chapter 20 Effective Health Promotion Among Communities of Color: The Potential of Social Marketing / June A. Flora Caroline Schooler Rosalind M Pierson -- chapter 21 Advertising and Its Role in Organ Donation / Jeffrey Prottas -- chapter 22 Hippocrates to Hermes: The Postmodern Turn in Public Health Advertising / Jerome B. Kernan Teresa J. Domzal |
| Summary |
Social Marketing: marketing in the service of societal problems. Does this approach represent dangerous social engineering, or is it the best hope we have to treat what are often regarded as intransigent problems? For both academics and practitioners involved with social marketing, the domain remains in its infancy. Programs and approaches are being developed and implemented by practitioners; academics are defining "what it is," "where it comes from," and "where it is going." This book incorporates many of the presentations made at the "Role of Advertising in Social Marketing" Conference sponsored by the Society for Consumer Psychology. Professionals from academia, government, and non-government organizations address a highly diverse and interesting set of societal concerns ranging from organ donation to violence in sports, from efforts to promote safe sex and family planning to better understand cigarette smokers and their perceptions. Are marketing's "four Ps"--Product, price, place, and promotion--enough to help solve these problems, or does social marketing at the end of the 1990s need to call on other Ps, such as political persuasion? This volume thoughtfully addresses theoretical and empirical issues challenging academics and practitioners alike to find out how to borrow the best of marketing for application in social marketing |
| Notes |
Online resource; title from PDF title page (EBSCO, viewed July 17, 2018) |
| Subject |
Social marketing.
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Social marketing
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| Form |
Electronic book
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| Author |
Goldberg, Marvin E., editor
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Fishbein, Martin
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Middlestadt, Susan E
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| ISBN |
9781315805795 |
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1315805790 |
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9781317778608 |
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131777860X |
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