Social marketing : global perspectives, strategies and effects on consumer behavior / W. Douglas Evans, editor.

Format:

Book

Contributor:

Evans, W. Douglas, editor.

Series:

Marketing and Operations Management Research

Language:

English

Subjects (All):

Social marketing.

Marketing--Social aspects.

Marketing.

Consumer behavior.

Physical Description:

1 online resource (220 p.)

Place of Publication:

New York : Nova Publishers, 2015.

Language Note:

English

Summary:

This book aims to capture the current state of social marketing theory, research, and practice across different subject matters and global settings. The main objectives are to synthesize recent developments in theory and research methods, especially those brought about by information technology. It is also one of the goals of the authors' to illustrate those developments through a series of case studies.

Contents:

SOCIAL MARKETING: GLOBAL PERSPECTIVES, STRATEGIES AND EFFECTS ON CONSUMER BEHAVIOR; SOCIAL MARKETING: GLOBAL PERSPECTIVES, STRATEGIES AND EFFECTS ON CONSUMER BEHAVIOR; Library of Congress Cataloging-in-Publication Data; Contents; Preface; 1. Introduction; 2. Purpose and Objectives of this Book; Audience; Scope; Major Themes; Chapter 1: Social Marketing Research Paradigm; Abstract; 1. The Growing Need for Social; Marketing Research; 2. The Challenge of Social Marketing Research; 3. The Origins of Social Marketing and Social Marketing Research

4. Need for High Quality Evidence for Programmatic Decision-Making5. Case Study: The Trusted Partner Campaign; 6. When is an Intervention a Social Marketing Intervention?; 7. The Social Marketing Research Continuum; References; Chapter 2: Behavioral Economics and Social Marketing: Toward Integrated Approaches to Behavior Change; Abstract; Introduction; Social Marketing; What is Behavioral Economics?; The Nudge; Nudging to the Choir; What We Can Learn from Behavioral Economics; Choice of Intervention; Three Blind Men and an Elephant; References

Chapter 3: The Framework for Corporate Social Responsiveness and Public Perceptions of Undertakings by Companies: Insights from UgandaAbstract; Background; The Problem Addressed in the Chapter; Objectives of the Chapter; Conceptual Framework; The Conceptual Model of CSR Framework, Process and Perceptions; Related Literature; Concept and Evolution of Corporate Social Responsibility (CSR); CSR Framework; Policy; Priorities; Funding; Timing; CSR Process; Communicating CSR Information; Stake Holder Involvement; Implementation and Evaluation; CSR Activities and Programs

Importance of CSR ProgramsAwareness and Arguments against CSR; Summary; Study Methods; Study Findings; General Information; CSR Framework in Organizations; Promoting CSR Awareness; Activities Being Undertaken; The Process of Undertaking CSR Activities in Uganda; Communication with the Community; Stakeholder Involvement; Implementation and Evaluation; Assessment of the Factors in CSR Model; Views on Activities Undertaken by Companies; Whether the Activities Benefit Society as a Whole; Views Whether CSR Is Profit Driven; Public Responses to CSR; Relationships among the Variables in the Model

General Comments on CSRDiscussion, Conclusion and Recommendations; Conclusion and Management Implications; Areas for Further Study; Limitations of the Study; References; Chapter 4: Social Marketing and New Media Technologies; Abstract; Introduction and Background; Case Study: Social Networking Sites; As a Platform for Social Marketing Campaigns; Cause Marketing and New Technologies; Using Social Networking Sites As a Platform for Research; Mobile Phones As Tools for Social Marketing Research; Evaluation Based on Behavioral Theory; Using Theories of Behavior Change in mHealth

mHealth Program Evaluation

Notes:

Description based upon print version of record.

Includes bibliographical references at the end of each chapters and index.

Description based on print version record.

ISBN:

1-63482-624-8