The Palgrave Encyclopedia of Social Marketing

1. Auflage 2023
ISBN: 978-3-030-21042-7
Verlag: Palgrave Macmillan

Medienkombination, Englisch, 1500 Seiten, Buch mit Online-Zugang, Format (B × H): 155 mm x 235 mm

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.

Zielgruppe

Research

Autoren/Hrsg.

Weitere Mitwirkende

Fourali, Chahid

French, Jeff

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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).

Über Autor(innen)

Dr Chahid Fourali is Senior Lecturer in Management at the London Metropolitan Business School, a Course Leader for Business Management and Marketing and a Visiting Professor to two universities in Poland. He has backgrounds in psychology, education and marketing and has published in all three areas. He led the consultation with the UK Government to set up the Marketing and Sales Standards Setting Body, which he then led for eight years, as well as, the development of three sets of world-class national occupational standards (in Marketing, Sales, and Social Marketing) that were supported by many internationally recognized marketing/business gurus. These standards are now the basis for all nationally recognized qualifications in the UK in the three professional areas.Dr Fourali’s latest publications include “The Promise of Social Marketing” published in July 2016. This publication received very encouraging reviews including being selected for one of the Levitt Group 5 Great Minds events organized by the Chartered Institute of Marketing. More recently He co-authored a handbook on “Marketing Research: Planning, He achieved Fellowship or professional membership status from several international organisations including FRSA, FCIM, FHEA and BABCP.

Professor Jeff French PhD, MBA, MSc, DipHE, BA, Cert.Ed. Professor Jeff French is a global thought leader in the fields of behavioural influence, social marketing, social programme planning and communication.

Jeff has published over 90 academic papers and five books and numerous guides and tool kits on these subjects. Jeff is a visiting Professor at Brighton University and a Fellow at Kings College London University and teaches at four other universities on a regular basis. Previously Director of Policy and Communication at the UK Health Development Agency and a senior civil servant in the UK Department of Health. In 2004 Jeff led the UK government review of Social Marketing and set up the National Social Marketing Centre in 2005. In 2009 Jeff became the CEO of Strategic Social Marketing Ltd.

Strategic Social Marketing works internationally with some of the world’s biggest private companies, NGO’’s, global organisations such as WHO and governments on the development and evaluation of programmes that aim to influence positive social and health behaviour.

Jeff is a member of several national and international policy committees and a member of the Editorial Boards of four professional Journals. Jeff is a member of the European Social Marketing Association Board and the EU funded ASSET pandemic preparedness programme. Jeff is also an advisor to the Dying Matters coalition, serves on the advisory committee of the European EPODE obesity prevention ‘Open programme’ advisory committee and the National HIV Prevention group for England. Jeff has worked in over 29 countries working with NGO’s, private sector companies, government departments and agencies around the world on behavioural programmes related to: health, transport, safety, drug misuse, sexual health, gambling, forestry, environmental issues, recruitment, obesity and animal health and service reconfiguration. Jeff is a highly sought-after keynote speaker at international conferences and also offers a full training service, see SSM website for details of recent and upcoming events and conferences.