Social Marketing

By Lynne Eagle, et al.
January 2013
Pearson Education
Distrubuted by Trans-Atlantic Publications Inc.
ISBN: 9780273727224
350 pages, Illustrated
$89.50 Paper Original

Social marketing is receiving unprecedented focus and support from government, the private sector and charities internationally. Social marketing attempts to educate people in the hope that they will make ‘informed’(i.e. healthy) choices regarding diet, lifestyle and health related issues. The effective application of social marketing principles can be complex and controversial. Social marketing planning cannot be reduced to a simple set of actions on a checklist; there is no single strategy for success and strategies that have proved successful with one population may not transfer to other populations. This text will explore the complexities involved in researching, planning and implementing effective social marketing programmes, using illustrative cases from both successful and unsuccessful real-world programmes.

The authors provide a critical analysis of the origins of social marketing as a concept and of the claims made by its supporters and detractors in order to highlight what social marketing can and cannot achieve. This is followed by a review of strategic issues that must be considered in developing social marketing programmes, including persuasion resistance, message relevance and message framing.

Key themes included in the text are the impact of cultural factors on health-related behaviours, ethical issues and attitudes as a key factor underlying health-related behaviours. The authors introduce concepts, theories and strategies that will aid the development, testing and implementation of social marketing interventions.

The book is suitable for both undergraduate and postgraduate students of business and marketing and those studying modules in social marketing.



List of contributors
Authors’ acknowledgements
Publisher’s acknowledgements

Part 1: The principles of social marketing

1. What is social marketing?

Evolution and application of social marketing

What social marketing is not

Current social marketing focus

Unintended consequences

Justification of government-sponsored social marketing interventions


Chapter review questions


Recommended reading

2. The core principles of social marketing

The core principles

Traditionalists versus convergents: the debate about commercial marketing technologies

The example of exchange: debating the use of commercial marketing theory

The example of the 4Ps: debating the use of the commercial marketing tools

Why social marketing is different

Other commercial marketing tools


Chapter review questions


Recommended reading

3. The social marketing intervention planning process


Existing intervention planning frameworks

Scoping the problem

Situation analysis

SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis

Evaluation planning

Developing the intervention


Chapter review questions


Recommended reading

4. Upstream, policy and partnerships

Upstream factors


Features of successful partnerships

Partnership challenges

Public–private partnerships (PPPs)

The challenge of health-related partnerships with the alcohol industry


Chapter review questions


Recommended reading

5. Ethical issues in social marketing 
Ethics defined
Ethical dilemmas in social marketing
Ethical frameworks
Ethical issues in targeting
Fear appeals
Role of culture in establishing ethical standards
Code of ethics
Chapter review questions
Recommended reading

Part 2: Understanding the citizen

6. Understanding the consumer: the role of theory


What is theory?

Is theory really useful in practice?

The role of theory

The limitations of theory

Theories of behaviour change


Chapter review questions


Recommended reading

7. Conducting research in social marketing

Overview of research

Research ethics

Qualitative, quantitative and mixed methods techniques

Quantitative techniques

Qualitative techniques


Qualitative data analysis


Chapter review questions


Recommended reading

8. Segmentation

Segmentation defined

Segmentation methods

Effective segments – characteristics

Commercial segmentation packages

Case studies for discussion

Chapter review questions


Recommended reading (case studies)

9. Social forces and population level effects

Social forces


Social norm campaigns

Group types

Group effects



Chapter review questions


Recommended reading

Part 3: Designing effective social marketing solutions

10. Designing social marketing interventions: products, services, locations, channels

Designing campaigns

Developing products for social marketing campaigns

Brand development for social marketing

Brand attributes

Brand dimensions

Branding as a social/identity factor

Place and distribution channel


Chapter review questions


Recommended reading

11. Message framing

Introduction: types of framing

Positive framing

Negative framing

Fear appeals

Rational versus emotional appeals

Cross-cultural issues in message framing

Personal relevance/tailored interventions

Reactance effects


Chapter review questions


Recommended reading

12. Creativity in social marketing


Creative strategy formation

Presentation of strategy

Creativity for print: leaflets, posters, newspapers, magazines, etc

Creativity for television, radio and cinema

Creativity for new/electronic media



Chapter review questions


Recommended websites

Recommended reading

13. Media in social marketing

Basic media planning principles

How much is enough?

Advertising as a strongly persuasive force

Advertising as a weaker, primarily repurchase reminder, force

So how much should we spend?

Media choices

Media context

Planning for new media

Social media


Chapter review questions


Recommended reading

14. Measurement and evaluation of social marketing programmes

Why evaluate?

What to evaluate

When to evaluate

Intervention outcomes – effects and effectiveness

How to evaluate – techniques for different phases, components and media

Social advertising and communication

Monitoring ‘noise’/upstream factors

Special circumstances

Evaluating partnerships


Chapter review questions


Recommended reading

Glossary of terms


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