The Sage handbook of social marketing / editores Gerard Hastings, Kathryn Angus y Carol Bryant.

Incluye índice y referencias bibliográficas.

Section 1. Theoretical debates ; 1. Theoretical Models of Behaviour Change ; 2. Social Models for Social Marketing: Social Diffusion, Social Networks, Social Capital, Social Determinants and Social Franchising ; 3. Relationship Marketing and Social Marketing ; 4. Understanding Social Norms: Upstream and Downstream Applications For Social Marketers ; 5. Design Thinking, Demarketing and Behavioural Economics: Fostering Interdisciplinary Growth in Social Marketing ; 6. Critical Marketing: Theoretical Underpinnings ; 7. New Approaches Towards Resistance to Persuasion ; Section 2. Marketing planning ; 8. Segmentation and Targeting ; 9. Competition and Positioning ; 10. The Social Marketing Mix - A Critical Review ; 11. Communications in Social Marketing ; 12. New Media in Social Marketing ; Section 3. Research its roles and techniques ; 13. Evaluation in Social Marketing ; 14. Qualitative Research Methods In Social Marketing ; 15. Measurement in Quantitative Methods ; Section 4. Dancing with the devil ; 16. Critical Marketing: Applications ; 17. Social Marketing's Response to the Alcohol Problem: Who's Conducting the Orchestra? ; 18. From Social Marketing to Corporate Social Marketing - changing consumption habits as the new frontier of Corporate Social Responsibility ; 19. Ethical Challenges in Commercial Social Marketing ; 20. Internal Social Marketing: Lessons From the Field of Services Marketing ; Section 5. Upstream and social change ; 21. Impoverished Consumers and Social Marketing ; 22. Social Marketing and International Development ; 23. Social Marketing for a Sustainable Environment ; 24. Business as Unusual: The Contribution of Social Marketing to Government Policy Making and Strategy Development ; Section 6. Social marketing in practice: case studies ; 25. Social Marketing and Advocacy ; 26. Social Marketing and Tobacco Control ; 27. Social marketing and the health educator ; Social Marketing: A Future Rooted in the Past .

Por primera vez, este Manual de referencia reúne un marco sistemático y un pensamiento avanzado para proporcionar una cobertura completa de la disciplina del marketing social. El Manual presenta una visión general retrospectiva y prospectiva del marketing social, ayudando a definir y dar forma a sus desarrollos actuales y futuros al: - Examinar los elementos definitorios del marketing social, sus orígenes intelectuales, evolución, estado actual y dirección de viaje ; discutir cómo se han utilizado en la práctica, enfatizando las áreas emergentes y las innovaciones recientes; y establecer la agenda para futuras investigaciones y desarrollos en la disciplina.