Social Marketing (eBook, ePUB)

Theoretical and Practical Perspectives
Redaktion: Goldberg, Marvin E.; Middlestadt, Susan E.; Fishbein, Martin

• Format: ePub

Produktbeschreibung

This volume brings together academic, governmental, and for-profit experts on advertising to address issues of social marketing, which represents an increasingly important corner of marketing. For marketers, consumer psychologists, and policy makers.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 480
• Erscheinungstermin: 6. Juli 2018
• Englisch
• ISBN-13: 9781317778608
• Artikelnr.: 56842725

Autorenporträt

Marvin E. Goldberg, Martin Fishbein, Susan E. Middlestadt

Inhaltsangabe

Contents: Preface. Part I: Paradigms/Perspectives.A. Andreasen
Challenges for the Science and Practice of Social Marketing. W.A. Smith
Social Marketing: Beyond the Nostalgia. M. Stead
G. Hastings
Advertising in the Social Marketing Mix: Getting the Balance Right. R. Hornik
Public Health Education and Communication as Policy Instruments for Bringing About Changes in Behavior. Part II: Methodological Issues/Psychographic Segmentation.G.I. Balch
S.M. Sutton
Keep Me Posted: A Plea for Practical Evaluation. J.P. Baggaley
From Madison Avenue to the Field: Cross-Cultural Uses of Media Research Technology. M.R. Swenson
W.D. Wells
Useful Correlates of Pro-Environmental Behavior. C. Currence
Demographic and Lifestyle Data: A Practical Application to Stimulating Compliance With Mammography Guidelines Among Poor Women. Part III: Fighting Aids/Promoting Family Planning.M. Fishbein
C. Guenther-Grey
W. Johnson
R.J. Wolitski
A. McAlister
C.A. Rietmeijer
K. O'Reilly
The AIDS Community Demonstration Projects
Using a Theory-Based Community Intervention to Reduce AIDS Risk Behaviors: The CDC's AIDS Community Demonstration Projects. P.D. Harvey
Advertising Affordable Contraceptives: The Social Marketing Experience. D.W. Dahl
G.J. Gorn
C.B Weinberg
Marketing
Safer Sex
and Condom Acquisition. Part IV: Antismoking Efforts.C. Pechmann
Does Antismoking Advertising Combat Underage Smoking? A Review of Past Practices and Research. J.H. Mintz
N. Layne
R. Ladouceur
J. Hazel
M. Desrosiers
Social Advertising and Tobacco Demand Reduction in Canada. L.T. Kozlowski
C.T. Sweeney
Low Yield
Light
and Ultra Light Cigarettes: Let's Understand the Product Before We Promote. J.B. Cohen
The Dangers of Advertising Low Tar Cigarettes: Let's Understand What Consumers Understand. Part V: Three Differing Institutional Approaches: Government
Nongovernment Organizations
Private Corporations.F. Kroger
J.W. McKenna
M. Shepherd
E.H. Howze
D.S. Knight
Marketing Public Health: The CDC Experience. S.E. Middlestadt
C. Schechter
J. Peyton
B. Tjugum
Community Involvement in Health Planning: Lessons Learned From Practicing Social Marketing in a Context of Community Control
Participation and Ownership. P.N. Bloom
P.Y. Hussein
L.R. Szykman
The Benefits of Corporate Social Marketing Initiatives. Part VI: The Broad Potential of Social Marketing.M.E. Goldberg
O. Sandikci
D. Litvack
Reducing the Level of Violence in Hockey. J.A. Flora
C. Schooler
R.M. Pierson
Effective Health Promotion Among Communities of Color: The Potential of Social Marketing. J. Prottas
Advertising and Its Role in Organ Donation. J.B. Kernan
T.J. Domzal
Hippocrates to Hermes: The Postmodern Turn in Public Health Advertising.