Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment

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

Table of Contents:
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 Deficit 160 Priority Group Personas or Archetypes 163 The Creative Brief 169 The Vital Function of the Planner 175 Insight 177 Designing Research for Empathy, Insight, and Inspiration 184 Summary 202 Key Terms 203 Discussion Questions 203 Chapter 6 The Consumer Experience as the Marketer’s Touchpoint 205 Learning Objectives 206 Going Out of Our Heads 207 Exploratory Formative Research: Online Health Information Behaviors 215 A Continuum of Touchpoints 244 Summary 247 Key Terms 247 Discussion Questions 248 Chapter 7 Strategic Positioning and Brands 249 Learning Objectives 250 Positioning 250 Positioning Concurrency as an HIV Risk Behavior 252 Brands 254 Summary 265 Key Terms 266 Discussion Questions 266 Chapter 8 Embedding Marketing in Programs and Organizations: Developing Strategy 269 Learning Objectives 270 Creating a Marketing Strategy 272 Applying Social Marketing Anywhere, Anytime 288 Ways to Improve Social Marketing Programs 305 Summary 307 Key Terms 308 Discussion Questions 308 Chapter 9 Using Marketing Mix Components for Program Development 309 Learning Objectives 310 Products 311 Services 314 Places 321 Prices 325 Promotion 336 Pulling it All Together 345 Summary 346 Key Terms 347 Discussion Questions 348 Chapter 10 Monitoring and Evaluation 349 Learning Objectives 350 Program Monitoring 351 Evaluation 361 Summary 382 Key Terms 383 Discussion Questions 384 Chapter 11 Personal and Community Engagement in Change 385 Learning Objectives 386 Community-Based Approaches to Social Marketing 386 Shifting from Engagement to Activation 406 Can Social Marketing Revitalize Communities? 408 Summary 410 Key Terms 410 Discussion Questions 411 Chapter 12 Social Technologies for Social Marketing and Social Change 413 Learning Objectives 414 Developing Strategies for Social Media 414 Mobile Technologies 431 Pulling it Together: The Media Multiplexity Idea 440 Implications of Social and Mobile Technologies for Marketing Social Change 441 Summary 444 Key Terms 444 Discussion Questions 445 Chapter 13 Social Marketing for Dissemination and Program Sustainability 447 Learning Objectives 448 Dissemination of Program and Service Innovations 448 Marketing to Achieve Sustainable Programs 460 Summary 472 Key Terms 473 Discussion Questions 474 Chapter 14 Management and Innovation 475 Learning Objectives 476 Creating a Marketing Culture 476 Innovations 491 Looking to the Future of Social Marketing 497 Summary 501 Key Terms 503 Discussion Questions 503 References 505 Index 541

About the Author :
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.