Principles and Practice of Social Marketing : An International Perspective (Paperback)

List of figures; List of tables; Preface; Acknowledgements; 1. Social marketing and social change; 2. Principles of marketing; 3. Social marketing and the environment; 4. Advocacy and environmental change; 5. Principles of communication and persuasion; 6. Models of attitude and behaviour change; 7. Research and evaluation; 8. Ethical issues in social marketing; 9. The competition; 10. Segmentation and targeting; 11. The marketing mix; 12. Using media in social marketing; 13. Using sponsorship to achieve changes in people, places and policies; 14. Planning and developing social marketing campaigns and programmes; 15. Case study: the Act-Belong-Commit Campaign promoting positive mental health; Index.