Enhanced descriptions from Syndetics:

Social Marketing Casebook brings together for the first time a dedicated collection of social marketing case studies and vignettes from around the world.

Each case study is explored from the scoping and research stage right through to evaluation, providing the reader with a complete overview of the most important building blocks in social marketing and how these can be applied to the real world, including:

- Insights from the key people involved in social marketing and the identification of the common themes associated with successful social marketing strategies.

- An international range of cases from the health, environmental and civic sectors, from national and governmental programmes to local, small-budget interventions;

- Comprehensive coverage of the whole process, from strategy, and implementation, through to the challenges and lessons learned; and

- Academic exercises, discussion questions and references to reinforce student learning.

This book demystifies social marketing for undergraduate and postgraduate marketing and health studies students, as well as practitioners in government, public institutions, NGOs and private organisations looking to develop more effective social change programmes.

Table of contents provided by Syndetics

• Introduction
• Key Principles and Concepts of Social Marketing
• Planning Social Marketing
• Developing Culturally Sensitive Interventions
• Community-Based Social Marketing
• Segmenting Target Audiences
• Using Theory to Develop Effective Interventions
• Inroads into Africa: Enabling Local Services
• Being Honest about Challenges
• Reaching the 'Hard to Reach'
• Using a Full Intervention Mix
• Using Service 'Pull' to Complement Customer 'Push'
• Working with Local Services
• Building Strong Communications into the Marketing Mix
• Using Enforcement in the Methods Mix
• Creating Access to the Right Products
• Co-Production with the Private Sector
• 'Franchising' Social Marketing
• Changing Behaviour Holistically
• The Importance of Evaluation
• Overview and Top Tips