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Informationen zum Autor R. Craig Lefebvre, PhD is a thought leader and practice advocate for applying marketing to social issues. He is chief maven at socialShift?a social design, marketing, and media consultancy, lead change designer at RTI International, and research professor in the University of South Florida College of Public Health. Klappentext How can we facilitate more effective, efficient, equitable and sustainable solutions to the problems that confound our communities and world? Social marketing guru R. Craig LeFebvre weaves together multi-level theories of change, research and case studies to explain and illustrate the development of social marketing to address some of society's most vexing problems. The result is a people-centered approach that relies on insight and empathy as much as on data for the inspiration, design and management of programs that strive for changes for good. This text is ideal for students and professionals in health, nonprofit, business, social services, and other areas."This is it -- the comprehensive, brainy road map for tackling wicked social problems. It's all right here: how to create and innovate, build and implement, manage and measure, scale up and sustain programs that go well beyond influencing individual behaviors, all the way to broad social change in a world that needs the help."--Bill Novelli, Professor, McDonough School of Business, Georgetown University, former CEO, AARP and founder, Porter Novelli and the Campaign for Tobacco-Free Kids"I'm unaware of a more substantive treatise on social marketing and social change. Theoretically based; pedagogically focused; transdisciplinary; innovative; and action oriented: this book is right for our time, our purpose, and our future thinking and action."--Robert Gold, MS, PhD, Professor of Public Health and Former Dean of the School of Public Health at the University of Maryland, College Park"This book -- like its author -- is innovative and forward-looking, yet also well-grounded in the full range of important social marketing fundamentals."--Edward Maibach, MPH, PhD, University Professor and Director, Center for Climate Change Communication, George Mason University Zusammenfassung How can we facilitate more effective, efficient, equitable and sustainable solutions to the problems that confound our communities and world? Social marketing guru R. Inhaltsverzeichnis Figures and Tables xi Acknowledgments xiii Preface xix The Author xxv Chapter 1 The History and Domains of Social Marketing 1 Learning Objectives 2 The Change We Need: New Ways of Thinking About Social Issues 2 Wicked Problems and Their Solution 5 Why Use Social Marketing? 9 What is Social Marketing? 13 A Historical Perspective 15 Summary 30 Key Terms 31 Discussion Questions 31 Chapter 2 Principles of Social Marketing 33 Learning Objectives 34 The Characteristics of Social Marketing 34 How Can We Use Social Marketing? 38 Strategic Social Marketing 41 Ethics for Social Marketing 70 Summary 72 Key Terms 73 Discussion Questions 74 Chapter 3 Determinants, Context, and Consequences for Individual and Social Change 75 Learning Objectives 76 Why Use Theory? 77 From Individual to System Levels of Analysis: Changing Scales of Reality 91 Mindspace 97 Shifting from Individuals to Markets 115 Summary 119 Key Terms 120 Discussion Questions 121 Chapter 4 Segmentation and Competition 123 Learning Objectives 124 Segmentation 124 Competition 143 Summary 153 Key Terms 154 Discussion Questions 154 Chapter 5 Moving from Descriptions of People to Understanding, Empathy, and Insight 157 Learning Objectives 158 The Depth Defi...
