Principle & Practice of Social Marketing: An International Perspective

The international case studies and applications show how social marketing campaigns are being used across the world to influence changes in behavior, and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing influences governments, corporations and ngos, as well as individual behavior. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing.