Principles and Practice of Social Marketing

Theory and practice come together by combining the latest research with real-life examples of social marketing campaigns.

Theory and practice come together in a textbook that combines the latest research with real-life examples of social marketing campaigns the world over. By using an evidence-based approach that gives many real-life examples in every chapter, students learn the principles and methods of social marketing in context.This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies and applications show how social marketing campaigns are being used across the world to influence changes in behaviour, and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing influences governments, corporations and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing.