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Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment

ISBN: 978-0-7879-0137-0
Hardcover
368 pages
October 1995, Jossey-Bass
List Price: US $60.00
Government Price: US $38.40
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Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment (0787901377) cover image
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Introduction: Social Marketing: A Powerful Approach to Social Change.

PREPARING FOR SOCIAL MARKETING.

Putting the Customer First: The Essential Social Marketing Insight.

The Social Marketing Strategic Management Process.

Listening to Customers: Research for Social Marketing.

Understanding How Customer Behavior Changes.

DOING SOCIAL MARKETING.

Targeting Your Customer Through Market Segmentation Strategies.

Bringing the Customer to the Door: Creating Active Contemplation of New Behaviors.

Making the New Behavior Attractive and Low Cost: Benefit and Cost Strategies.

Bringing Social Influence to Bear and Enhancing Self-Control.

Inducing Action and Ensuring Maintenance.

Creating Strategic Partnerships: Marketing to Other Publics.

Conclusion: Central Principles of the New Social Marketing Paradigm.

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