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Social marketing and social change : strategies and tools for health, well-being, and the environment
How can I change the world?
How can we make the world a better place?
Where do we start?
If you often ask yourself questions like these, and keep yourself up at night worrying about the answers, then perhaps you might want to discover how marketing can help you.
“What?!” you might reply. “The marketing that is used to create and sustain the power of multinational machines that the courts now refer to as people? The force behind the rampant consumerism that is ruining our world, people’s lives, and even our souls? That crass, over-the-top, never-ending deluge of blah-blah-blah they call advertising that convinces people to buy things they don’t need or didn’t even know they wanted?”
Or you might say, “Are you referring to the marketing that is the most effective engine of economic development, providing a standard of living for many people that is unsurpassed in human history? The reason why we have so many choices, and at such affordable prices, to satisfy our needs in ways that were unimaginable a generation or two ago? The basis for the development of societies and the interchanges among them?”
Yes, that marketing. As Daniel Pink (2010) has said: “When the profit motive gets unmoored from the purpose motive, bad things are likely to happen.” Social marketers use marketing to serve the purpose motive.
The first reaction to the idea that marketing can be harnessed for good is often incredulity. Many people have the belief that marketing has a power that intrinsically corrupts and undermines their core philosophy of building a better world. As I will show in this book, that belief is incorrect.
Social marketing has evolved as well-intentioned people searched for innovative ways to address large-scale health and social issues, a search that began with trying to slow population growth in southern Asia and sub-Saharan Africa through better use of family-planning products and services and reducing the burden of cardiovascular diseases in communities in the United States and other developed countries through reducing risk behaviors. The ways in which marketing can negatively and positively affect society have been a long-running concern in the academic community. Much research has focused on questions about applying marketing to social issues. In contrast to other books you may have read in which social marketing is depicted as a series of steps in a program-planning process and is buttressed by case studies to demonstrate that it works, this book takes a very different approach.
Social marketing is a discipline that has a variety of viewpoints on theoretical models, a multidisciplinary and substantial research base, and applications in many different fields. In this book I outline how these theoretical approaches have developed and are evolving. Psychological, or individual, theories of change must give way to social and community-based ones if we are to cross the micro-macro gap and have scalable impacts on the wicked problems and puzzles we are faced with in all contemporary societies. Previous social marketing textbooks have devoted little, if any, space to describing the research base of the discipline.
https://bookshelf.vitalsource.com/reader/books/9781118235249
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 362. 106 88 LEF s | PSB lt.1 - B. Wajib | 1 |
| Penerbit | San Francisco John Wiley & Sons., 2013 |
|---|---|
| Edisi | - |
| Subjek | Social change Social marketing |
| ISBN/ISSN | 9781118235249 |
| Klasifikasi | 362. 106 88 |
| Deskripsi Fisik | xxv, 592 p. : ill. ; 26 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
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