| 000 | 03615nam a22003377a 4500 | ||
|---|---|---|---|
| 005 | 20240206121402.0 | ||
| 008 | 240206b |||||||| |||| 00| 0 eng d | ||
| 020 | _z9781032223247 | ||
| 082 | 0 | 0 |
_a658.8 _bLEE |
| 100 | 1 | _aLee, Nancy R. | |
| 245 | 1 | 0 |
_aSuccess in social marketing: _b100 case studies from around the globe |
| 260 |
_aNew York _bRoutledge _c2023 |
||
| 264 | 1 |
_aNew York, NY : _bRoutledge, Taylor & Francis Group, _c2023. |
|
| 300 | _a391 p. | ||
| 336 |
_atext _btxt _2rdacontent |
||
| 337 |
_acomputer _bc _2rdamedia |
||
| 338 |
_aonline resource _bcr _2rdacarrier |
||
| 365 |
_aGBP _b35.99 |
||
| 500 | _aList of figures Introduction: Framework Used for Each Case Story Improving Public Health: 30 Success Stories Preventing Injuries: 15 Success Stories Protecting the Environment: 30 Success Stories Engaging Communities: 15 Success Stories Enhancing Financial Well Being: 5 Success Stories Supporting Educational Milestones: 5 Success Stories Epilogue Index | ||
| 504 | _aIncludes bibliographical references and index. | ||
| 520 | _a"Social marketing, a field first introduced by Philip Kotler and Gerald Zaltman in a pioneering article in the Journal of Marketing in 1971, uses marketing concepts to influence the behaviors of individuals and communities for the greater social good. Now, as the discipline celebrates its 50th anniversary, Success in Social Marketing provides an accessible and comprehensive guide to the field, introducing stories from around the world related to multiple sectors including public health, injury prevention, environmental protection, community engagement, financial well-being, and education. The 100 case examples contained in this book, each 2 pages in length, follow an outline that includes key components of a campaign: Wicked Problem, Purpose & Focus, Priority Audience, Desired Behavior, Audience Insights, Marketing Intervention Mix, and Results. This common structure provides the reader with a clear sense of how success in social marketing may best to achieved in a wide variety of disciplinary and national contexts. Success in Social Marketing is intended to fill a gap in the market as well as inform and inspire students and practitioners through 100 easily digestible case studies. Issues addressed include public health (opioid use, mental health, COVID-19) , injury prevention (gun violence, youth suicide, texting while driving), environmental protection (wildfires, bicycle transportation in urban areas, food waste), community engagement (homelessness, racially motivated violence, voting) financial wellbeing (microfinance, savings, employment), and educational achievement (early childhood education, college applications, female participation in STEM programs), to name but a few. This book is required reading for students enrolled in public administration and nonprofit management programs, practitioners in public health and environmental sectors, as well as policymakers interested in ways social marketing may help influence their constituent behaviors for individual, as well as social, good"-- | ||
| 588 | _aDescription based on print version record and CIP data provided by publisher. | ||
| 650 | 0 |
_aSocial marketing _915025 |
|
| 650 | 0 |
_aMarketing _913245 |
|
| 650 | 0 |
_aConsumer behavior _913243 |
|
| 700 | 1 |
_aKotler, Philip _913636 |
|
| 776 | 0 | 8 |
_iPrint version: _aLee, Nancy R. _tSuccess in social marketing _dNew York, NY : Routledge, Taylor & Francis Group, 2023 _z9781032223278 _w(DLC) 2021056863 |
| 906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
||
| 942 |
_2ddc _cBK |
||
| 999 |
_c5657 _d5657 |
||