Social Marketing to Protect the Environment

What Works

By: Doug McKenzie-Mohr, Nancy R. Lee, P. Wesley Schultz, Philip Kotler

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Paperback | 11 May 2011

At a Glance

Paperback
256 Pages

Dimensions(cm)
25 x 18 x 1.5

Paperback

RRP $172.70

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Social marketing takes key marketing principles and applies them to campaigns and efforts to influence social action. In Social Marketing to Protect the Environment, the focus turns to the environment, and how social marketing can be successful to change environmental behaviour.

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.

Industry Reviews

Behaviour change is central to the pursuit of sustainability. The book details how to use community-based social marketing to motivate environmental protection behaviours as diverse as water and energy efficiency, alternative transportation and watershed protection. With case studies of innovative programmes from around the world, including the USA, Canada, Australia, Spain, and Jordan, the authors present a clear process for motivating social change for both residential and commercial audiences. The case studies illustrate conservation applications for both work and home and show how community-based social marketing can be harnessed to foster more sustainable communities. -- Prof. Dr. Lucia A. Reisch

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