Principles and Practice of Social Marketing: An International Perspective

Rob Donovan · Nadine Henley

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Behavioral Health and Interventions Marketing and Advertising Strategies Public Health Policies and Education

Abstract

List of figures List of tables Preface Acknowledgements 1. Social marketing and social change 2. Principles of marketing 3. Social marketing and the environment 4. Advocacy and environmental change 5. Principles of communication and persuasion 6. Models of attitude and behaviour change 7. Research and evaluation 8. Ethical issues in social marketing 9. The competition 10. Segmentation and targeting 11. The marketing mix 12. Using media in social marketing 13. Using sponsorship to achieve changes in people, places and policies 14. Planning and developing social marketing campaigns and programmes 15. Case study: the Act-Belong-Commit Campaign promoting positive mental health Index.

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