The Handbook of Persuasion and Social Marketing, Volume 1

Front Cover
David W. Stewart
Praeger Frederick A, Dec 17, 2014 - Business & Economics - 1009 pages
0 Reviews

Few realize that the methods behind the social marketing discipline are not new but are based on traditional sales techniques reengineered to advocate social responsibility. Since emerging, the movement has prompted a rapid change in how we communicate and what we say. Funding from government agencies, foundations, and organizations like the National Cancer Institute and the American Heart Association have prompted campaigns that promote healthy behaviors and deter unhealthy actions. In this three-volume set, a panel of experts take an unprecedented look at this marketing phenomena as a means of influencing behaviors that benefit individuals and society overall.

This comprehensive collection examines the role of persuasion in a marketing context. The book's central theme is woven throughout each of the three volumes: volume one focuses on the conceptual and philosophical foundations of the trend; the second part addresses its theoretical and strategic dimensions; and the final section discusses applications to specific societal issues like personal, public, and environmental caretaking; disease prevention; good nutrition; and safe sex. Chapters address campaign planning, regulatory and compliance issues, and the measurement of outcomes.

What people are saying - Write a review

We haven't found any reviews in the usual places.

Other editions - View all

About the author (2014)

David W. Stewart, PhD, is President's Professor of Marketing and Law at Loyola Marymount University in Los Angeles, CA.

Bibliographic information