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Don't let the sun get under your skin : Targeting adolescent sun protection with a novel social marketing campaign (Case Study 1)
Jones, Sandra Carol Johnson, Keryn Telenta, Joanne Thom, Jeffrey Williams, Melinda Iverson, Don Caputi, Peter
Jones, Sandra Carol
Johnson, Keryn
Telenta, Joanne
Thom, Jeffrey
Williams, Melinda
Iverson, Don
Caputi, Peter
Citations
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Abstract
Social Marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. Beyond this simple definition, social marketing offers an alternative to the standard Western economic model of consumption at all costs. This popular introductory textbook has been updated to provide greater depth on marketing theory, more on branding, co-creation of value, Community Based Prevention Marketing (CBPM) and the vital role of critical thinking. In addition, the communications chapter is extended and radically updated to include much more on digital media. The rise of corporate social responsibility is also critically analysed. The subject of social marketing is brought to life with the integration of case studies from across the world to provide a textbook which is required reading for students at advanced undergraduate and postgraduate levels.
Keywords
Social marketing
Date
2013
Type
Book chapter
Journal
Book
Social marketing : from tunes to symphonies
Volume
Issue
Page Range
304
Article Number
ACU Department
ACU Engagement
Collections
Relation URI
DOI
Event URL
Open Access Status
License
All rights reserved
File Access
Controlled
Notes
© GERARD HASTINGS and Christine Domegan
Copyright © 2013. Routledge. All rights reserved