Absolute Essentials of Social Marketing (Absolute Essentials of Business and Economics)

Absolute Essentials of Social Marketing provides a comprehensive yet accessible guide to Social Marketing theory and practice, offering systematic approaches to influence behaviour for personal and social good through marketing principles and behavioural science. Readers will gain practical knowledge of how to develop, implement and evaluate effective social change programmes through this concise guide. It delivers these benefits through a structured six chapter approach covering essential concepts, behavioural strategies, planning methodologies, evaluation techniques and organisational integration, with practical tools and real-world case studies from diverse global settings. This book serves both students studying various courses with modules on influencing behaviour for social good and professionals in government agencies, NGOs and for-profit organisations interested in creating social value. This book is supported by case studies, the STELa toolkit with over 30 planning tools, links to key readings and connections to training provided by the International Social Marketing Association.