Intro -- Social Marketing and Social Change: Strategies and Tools for Health, Well-Being, and the Environment -- Copyright -- Contents -- Figures and Tables -- Figures -- Tables -- Acknowledgments -- Preface -- The Author -- Chapter 1: The History and Domains of Social Marketing -- Learning Objectives -- The Change We Need: New Ways of Thinking About Social Issues -- Wicked Problems and Their Solution -- Why Use Social Marketing? -- What Is Social Marketing? -- A Historical Perspective -- The Beginnings of Social Marketing Practice -- Beyond Contraceptive Social Marketing -- The Evolution of Social Marketing in Developed Countries -- Other Marketing Influences on Social Marketing -- Summary -- Key Terms -- Discussion Questions -- Chapter 2: Principles of Social Marketing -- Learning Objectives -- The Characteristics of Social Marketing -- How Can We Use Social Marketing? -- Strategic Social Marketing -- Carrots, Sticks, and Promises -- People and Places Framework -- An Integrative Model for Social Marketing -- Designing Integrated Social Marketing Programs -- Markets and Social Marketing -- Example of the Health Information Marketplace -- Ethics for Social Marketing -- Summary -- Key Terms -- Discussion Questions -- Chapter 3: Determinants, Context, and Consequences for Individual and Social Change -- Learning Objectives -- Why Use Theory? -- Vital Behaviors and Sources of Influence -- Learning New Behaviors Versus Changing Them -- An Integrative Model of Behavior Prediction -- The Process of Behavior Change Framework -- From Individual to System Levels of Analysis: Changing Scales of Reality -- Behavioral Economics -- Mindspace -- Diffusion of Innovations -- Design Thinking -- Service Design -- Social Networks -- Building Communities -- Shifting from Individuals to Markets -- The Essence of Markets -- Markets and Society -- Summary -- Key Terms.

Discussion Questions -- Chapter 4: Segmentation and Competition -- Learning Objectives -- Segmentation -- Why Do Segmentation? -- Segmentation: The First Critical Marketing Decision -- Segmentation and Profiling -- Rediscovering Segmentation -- Rediscovering Specific Population Groups -- How to Tell If Your Segmentation Scheme Is Worthwhile -- Competition -- Competition in the Marketplace for Innovation: One Laptopper Child -- Competition and Social Change -- Competition and Behavior -- Summary -- Key Terms -- Discussion Questions -- Chapter 5: Moving from Descriptions of People to Understanding, Empathy, and Insight -- Learning Objectives -- The Depth Deficit -- Moving Beyond Superficial Understanding -- The Empathy Link -- Priority Group Personas or Archetypes -- Personas for Priority Groups to Address Concurrent Sexual Partnerships -- Persona Development for Programs Focusing on Moms -- The Creative Brief -- The Vital Function of the Planner -- Insight -- Designing Research for Empathy, Insight, and Inspiration -- Phases of Formative Research -- Formative Research Should Be a Conversation -- Putting Innovation into Your Research -- Summary -- Key Terms -- Discussion Questions -- Chapter 6: The Consumer Experience as the Marketer's Touchpoint -- Learning Objectives -- Going Out of Our Heads -- Disturbing Ourselves -- Research and Empathy -- Listening -- People-Focused Research -- Exploratory Formative Research: Online Health Information Behaviors -- Four Uncommon Examples of Formative Research -- The Analysis of Qualitative Data: Transforming Information into Knowledge and Insight -- A Continuum of Touchpoints -- Summary -- Key Terms -- Discussion Questions -- Chapter 7: Strategic Positioning and Brands -- Learning Objectives -- Positioning -- Positioning Concurrency as an HIV Risk Behavior -- Brands.

Brands for Social Marketing Products and Services -- Brands and Positioning -- Brands and Behavior Change -- Brand Challenges -- Summary -- Key Terms -- Discussion Questions -- Chapter 8: Embedding Marketing in Programs and Organizations: Developing Strategy -- Learning Objectives -- Creating a Marketing Strategy -- Learning from a Marketing Master: McDonald's Rediscovers Its Mojo -- Questions a Marketing Plan Should Answer -- Reviewing a Marketing Plan -- Applying Social Marketing Anywhere, Anytime -- Increasing Participation in Public Programs -- Conducting a Marketing Audit -- Conducting a Program Review -- Using a Marketing Audit to Assess Program Plans -- Demarketing as a Strategic Approach to Reduce Consumption -- Ways to Improve Social Marketing Programs -- Summary -- Key Terms -- Discussion Questions -- Chapter 9: Using Marketing Mix Components for Program Development -- Learning Objectives -- Products -- Services -- Social Franchising -- Retail Health Clinics -- Designing Service Delivery -- Places -- Prices -- The Costs of Change -- Prices and Services -- Making Price Decisions in Social Marketing Programs -- Further Pricing Considerations -- Promotion -- The 5 Percent Solution -- Promotional Objects -- Sponsorships -- Why Use the Mass Media at All? -- Pulling It All Together -- Summary -- Key Terms -- Discussion Questions -- Chapter 10: Monitoring and Evaluation -- Learning Objectives -- Program Monitoring -- Monitoring Community Social Marketing Programs -- Other Approaches to Monitoring Social Marketing Programs -- Using Balanced Scorecards for Program Monitoring -- Using Case Study Research in Social Marketing -- Evaluation -- Evaluating Social Marketing Programs -- Putting Evaluation into Practice -- Sequencing Time Frames and Behavioral Impacts -- Balancing Intervention and Evaluation Decisions -- Evaluating Brands.

Evaluating the Quality of Relationships -- Measuring Market Share -- A Theory-Driven Evaluation of Impact and Efforts to Improve ORS Use -- Evaluating Social Marketing Projects in the Field -- Summary -- Key Terms -- Discussion Questions -- Chapter 11: Personal and Community Engagement in Change -- Learning Objectives -- Community-Based Approaches to Social Marketing -- Natural Helper Networks -- Social Mobilization in Developing Country Contexts -- Community-Based Social Marketing -- Community-Based Prevention Marketing -- Public Participation -- Shifting from Engagement to Activation -- Can Social Marketing Revitalize Communities? -- Summary -- Key Terms -- Discussion Questions -- Chapter 12: Social Technologies for Social Marketing and Social Change -- Learning Objectives -- Developing Strategies for Social Media -- Fictions About Social Media -- Social Objects: Sharing Devices of Object-Centered Sociality -- Mobile Technologies -- Mobile Phones and Behavior Change -- User Segments -- Going Mobile -- Pulling It Together: The Media Multiplexity Idea -- Implications of Social and Mobile Technologies for Marketing Social Change -- Summary -- Key Terms -- Discussion Questions -- Chapter 13: Social Marketing for Dissemination and Program Sustainability -- Learning Objectives -- Dissemination of Program and Service Innovations -- Marketing Organizational Change as a Diffusion Process -- Beyond Program Diffusion: Learning to Scale -- Marketing to Achieve Sustainable Programs -- Empirical Research on How Sustainability Happens -- Strategies to Sustain Social Marketing Programs -- A Social Marketing Approach to Planning Sustainability -- Stories for Sustainability -- Summary -- Key Terms -- Discussion Questions -- Chapter 14: Management and Innovation -- Learning Objectives -- Creating a Marketing Culture -- Managing the Marketing Functions at Procter &amp.

Gamble -- Having a Line of Sight -- The Total Market Approach -- A TMA Example from Madagascar -- Innovations -- What Is Social Innovation? -- Business Models for Social Change -- Managing Innovations -- Looking to the Future of Social Marketing -- Summary -- Key Terms -- Discussion Questions -- References -- Index.

How can we facilitate more effective, efficient, equitable and sustainable solutions to the problems that confound our communities and world? Social marketing guru R. Craig LeFebvre weaves together multi-level theories of change, research and case studies to explain and illustrate the development of social marketing to address some of society's most vexing problems. The result is a people-centered approach that relies on insight and empathy as much as on data for the inspiration, design and management of programs that strive for changes for good. This text is ideal for students and professionals in health, nonprofit, business, social services, and other areas. "This is it -- the comprehensive, brainy road map for tackling wicked social problems. It's all right here: how to create and innovate, build and implement, manage and measure, scale up and sustain programs that go well beyond influencing individual behaviors, all the way to broad social change in a world that needs the help."-Bill Novelli, Professor, McDonough School of Business, Georgetown University, former CEO, AARP and founder, Porter Novelli and the Campaign for Tobacco-Free Kids "I'm unaware of a more substantive treatise on social marketing and social change. Theoretically based; pedagogically focused; transdisciplinary; innovative; and action oriented: this book is right for our time, our purpose, and our future thinking and action."-Robert Gold, MS, PhD, Professor of Public Health and Former Dean of the School of Public Health at the University of Maryland, College Park "This book -- like its author -- is innovative and forward-looking, yet also well-grounded in the full range of important social marketing fundamentals."-Edward Maibach, MPH, PhD, University Professor and Director, Center for Climate Change Communication, George Mason University.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2025. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.

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