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Publisher | SAGE Publications Inc |
Author(s) | Doug McKenzie-Mohr |
Published | 11th May 2011 |
Related course codes |
The text begins with a definition of the Social Marketing Model and includes a discussion of various tools that can be used to develop social marketing strategies. It then moves into sections on Residential-Related Behaviours and Commercial-Related Behaviours. These sections follow a consistent format and:
- Describe a variety of environmental issues
- Give examples of the numerous changes in behaviours and/or practices that would contribute to reducing the problem
- Provide mini-cases that illustrate the successful use of social marketing principles along with tools to influence this behaviour in similar situations
- Review what worked and what could have been improved.
A final section provides future directions and recommendations.