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Full Description
Social Marketing is a rapidly evolving field of study and practice. Originally stemming from the successful application of marketing techniques to help solve societal issues, such as obesity, smoking and domestic violence, the discipline has developed into an independent field with its own methodologies and traditions. In order to help further this effective field of study, this Encyclopedia provides students, scholars and practitioners with a comprehensive yet credible source of information that is multidisciplinary in perspective.
Reflecting new developments as well as the state of the art, this Encyclopedia provides an authoritative overview of the current field of social marketing. It covers various facets based on the numerous disciplines that support it, such as marketing, psychology, sociology, philosophy, management, economics and public policy, to mention a few.
Three sections provide a clear outline of:
Conceptual and procedural tools, such as ethics, evaluation and key thinkers;
Social marketing techniques and interventions, including social media, digital campaigns and storytelling;
Varieties of applications of social marketing, such as health, inequality and crime.
With coverage of theories, models, contexts and applications of social marketing, as well as contributions from global experts, this is the first definitive resource for scholars and students interested in using social marketing principles for the good of society.
Contents
The sections of the encyclopedia will be organised in three categories. The first category addresses the conceptual and procedural tools associated with social marketing. The second section will cover social marketing techniques and types of intervention. The third category will cover the variety of applications of social marketing.
Category 1 themes: Conceptual and Procedural Tools
The nature of social marketing
Social Marketing theory and models
Planning social marketing
Strategic application of social marketing (Up, mid and downstream systems) (changed order to respect chronology)
Evaluating social marketing
Ethics in social marketing
Key marketing principles relevant to social marketing
8. How to influence behaviour for social good practice
9. How to influence behaviour for social good theory
10. Key thinkers / seminal articles
CATEGORY 2 THEMES: SOCIAL MARKETING TECHNIQUES AND INTERVENTION TYPES.
Examples of Social Marketing Intervention Methods:
Promotional campaigns
TV
Radio
Cinema
Story telling
Outdoor advertising
Product design
Product promotions
Service design
Service delivery
Digital campaigns
Social media
Digital research and data tracking
One to one counselling
Group engagement
Infotainment
Documentaries
Environmental design
Community protests and demonstrations
Direct mail
Community facilitators
Community development
Community engagement
Education/ critical consciousness raising
Public relations
Roadshows and events
Coalition building and action
Policy influence
Printed material (Posters, handbills flyers etc)
Training
Examples of Social Marketing Techniques
Macro analysis
Audience segmentation
Stakeholder analysis
4Cs tool box (Lauterborne)
4P tool box (McCarthy) in the SM intervention
Stages of change (e.g. DiClemente and Prochaska)
Category 3 themes: varieties of application of social marketing
Topic themes:
Health
Environment/ pollution
Safety/community protection (e.g. bullying, abuse, domestic violence)
Crime prevention, reduction
Sustainability
Economic development
Transport
Social Development
Inequality/ conflicts of interest
Civic engagement
It is expected that each of the above topics may have a number of subtopics. These will be organised further into a structure that allows navigability.
We will recruit 1 section editor for each of the agreed themes (consider a name for each theme - see also next section).
