Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment

Abstract

Introduction: Social Marketing: A Powerful Approach to Social Change PREPARING FOR SOCIAL MARKETING Putting the Customer First: The Essential Social Marketing Insight The Social Marketing Strategic Management Process Listening to Customers: Research for Social Marketing Understanding How Customer Behavior Changes DOING SOCIAL MARKETING Targeting Your Customer Through Market Segmentation Strategies Bringing the Customer to the Door: Creating Active Contemplation of New Behaviors Making the New Behavior Attractive and Low Cost: Benefit and Cost Strategies Bringing Social Influence to Bear and Enhancing Self-Control Inducing Action and Ensuring Maintenance Creating Strategic Partnerships: Marketing to Other Publics Conclusion: Central Principles of the New Social Marketing Paradigm.