The SAGE Handbook of Social Marketing

ISBN: 9781849201889 出版年：2011 页码：468 SAGE Publications Ltd

Foreword - Philip Kotler and Nancy R. Lee Introduction: A Movement in Social Marketing - Gerard Hastings PART ONE: THEORETICAL DEBATES Theoretical Models of Behaviour Change - Rob Donovan Social Models for Social Marketing: Social Diffusion, Social Networks, Social Capital, Social Determinants and Social Franchising - R. Craig Lefebvre Relationship Marketing and Social Marketing - Susana Marques and Christine Domegan Understanding Social Norms: Upstream and Downstream Applications For Social Marketers - Patrick Kenny and Gerard Hastings Design Thinking, Demarketing and Behavioural Economics: Fostering Interdisciplinary Growth in Social Marketing - R. Craig Lefebvre and Philip Kotler Critical Marketing: Theoretical Underpinnings - Michael Saren New Approaches Towards Resistance to Persuasion - Petia K. Petrova and Robert B. Cialdini PART TWO: MARKETING PLANNING Segmentation and Targeting - Lynne Doner Lotenberg, Carol Schechter and John Strand Competition and Positioning - Gary Noble and Debra Z. Basil The Social Marketing Mix - A Critical Review - Ken Peattie and Sue Peattie Communications in Social Marketing - Dana L. Alden, Michael D. Basil and Sameer Deshpande New Media in Social Marketing - Darren Mays, James B. Weaver and Jay M. Bernhardt PART THREE: RESEARCH - ITS ROLE AND TECHNIQUES Evaluation in Social Marketing - Martine Stead and Robert J. McDermott Qualitative Research Methods In Social Marketing - Simone Pettigrew and Michele Roberts Measurement in Quantitative Methods - Fiona J. Harris PART FOUR: DANCING WITH THE DEVIL Critical Marketing: Applications - Janet Hoek Social Marketing's Response to the Alcohol Problem: Who's Conducting the Orchestra? - Sandra C. Jones From Social Marketing to Corporate Social Marketing - changing consumption habits as the new frontier of Corporate Social Responsibility - Guido Pallazo Ethical Challenges in Commercial Social Marketing - Thomas Anker and Klemens Kappel Internal Social Marketing: Lessons From the Field of Services Marketing - Anne M. Smith PART FIVE: UPSTREAM AND SOCIAL CHANGE Impoverished Consumers and Social Marketing - Ronald Paul Hill Social Marketing and International Development - Georgina Cairns, Bruce Mackay and Laura MacDonald Social Marketing for a Sustainable Environment - Sue Peattie and Ken Peattie Business as Unusual: The Contribution of Social Marketing to Government Policy Making and Strategy Development - Jeff French PART SIX: SOCIAL MARKETING IN PRACTICE: CASE STUDIES Social Marketing and Advocacy - William D. Novelli and Boe Workman Social Marketing and Tobacco Control - Timothy Dewhirst and Wonkyong Beth Lee Social Marketing and the Health Educator - Robert J. McDermott, Kelli R. McCormack Brown and Rosemary Thackeray Social Marketing: A Future Rooted in the Past - William Smith