Social Marketing and Social Change

R. Craig Lefebvre 지음

Jossey-Bass 2013년 01월 18일 출간

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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.ldquo;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.rdquo;m-Bill Novelli, Professor, McDonough School of Business, Georgetown University, former CEO, AARP and founder, Porter Novelli and the Campaign for Tobacco-Free Kidsldquo;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.rdquo;m-Robert Gold, MS, PhD, Professor of Public Health and Former Dean of the School of Public Health at the University of Maryland, College Parkldquo;This book -- like its author -- is innovative and forward-looking, yet also well-grounded in the full range of important social marketing fundamentals.rdquo;m-Edward Maibach, MPH, PhD, University Professor and Director, Center for Climate Change Communication, George Mason University

목차

Figures and Tables xiAcknowledgments xiiiPreface xixThe Author xxvChapter 1 The History and Domains of Social Marketing 1Learning Objectives 2The Change We Need: New Ways of Thinking About Social Issues 2Wicked Problems and Their Solution 5Why Use Social Marketing? 9What Is Social Marketing? 13A Historical Perspective 15Summary 30Key Terms 31Discussion Questions 31Chapter 2 Principles of Social Marketing 33Learning Objectives 34The Characteristics of Social Marketing 34How Can We Use Social Marketing? 38Strategic Social Marketing 41Ethics for Social Marketing 70Summary 72Key Terms 73Discussion Questions 74Chapter 3 Determinants, Context, and Consequences for Individual and Social Change 75Learning Objectives 76Why Use Theory? 77From Individual to System Levels of Analysis: Changing Scales of Reality 91Mindspace 97Shifting from Individuals to Markets 115Summary 119Key Terms 120Discussion Questions 121Chapter 4 Segmentation and Competition 123Learning Objectives 124Segmentation 124Competition 143Summary 153Key Terms 154Discussion Questions 154Chapter 5 Moving from Descriptions of People to Understanding, Empathy, and Insight 157Learning Objectives 158The Depth Deficit 160Priority Group Personas or Archetypes 163The Creative Brief 169The Vital Function of the Planner 175Insight 177Designing Research for Empathy, Insight, and Inspiration 184Summary 202Key Terms 203Discussion Questions 203Chapter 6 The Consumer Experience as the Marketer&'s Touchpoint 205Learning Objectives 206Going Out of Our Heads 207Exploratory Formative Research: Online Health Informatio

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저자(글) R. Craig Lefebvre

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R. Craig Lefebvre, PhD is a thought leader and practice advocate for applying marketing to social issues. He is chief maven at socialShift#151;a social design, marketing, and media consultancy, lead change designer at RTI International, and research professor in the University of South Florida College of Public Health.