Includes bibliographical references and index.

Ch. 1 If it works for Tesco ... -- Ch. 2 Making use of theory -- Ch. 3 Basic principles -- Ch. 4 Opening the toolbox -- Ch. 5 Communication, emotion and the limitations of fear -- Ch. 6 Moving upstream -- Ch. 7 Relational thinking -- Ch. 8 Competition and critical marketing -- Ch. 9 Research and the art of navigation -- Ch. 10 Ethical issues -- Case studies -- 1 A marketing strategy to reduce UK prison numbers / Marline Stead, Laura McDermott and Gerard Hastings -- 2 A marketing strategy to increase awareness of oral and bowel cancer / Douglas Eadie and Lisa Cohen -- 3 A social advertising strategy to reduce speeding / Martine Stead and Douglas Eadie -- 4 A marketing strategy to review the effects of food promotion to children / Laura McDermott, Martine Stead and Gerard Hastings -- 5 Changing consumption of sugared liquid oral medicines / Raymond Lowry -- 6 Using social marketing to increase recruitment of pregnant smokers to smoking cessation service / Raymond Lowry -- 7 The VERB summer scorecard / Carol A. Bryant, Anita Courtney, Julie A. Baldwin, Robert J. McDermott, Jen Nickelson and Kelli R. McCormack Brown -- 8 Quit&Win New Zealand / Kiri Milne, Sue Walker and Iain Potter -- 9 Quit&Save Scotland : linking social marketing and social enterprise / Neil McLean -- 10 Physicians taking action against smoking / Francois Lagarde, Michele Tremblay and Violaine Des Marchais -- 11 The challenges of using social marketing in India : the case of HIV/AIDS prevention / Sameer Deshpande -- 12 The case of the evolution of the March 21 anti-racism social marketing programme / Judith Madill and Frances Abele -- 13 The world anti-doping agency : the case of barriers to the adoption of social marketing / Norm O'Reilly and Judith Madill -- 14 Using the Internet to reach upstream and downstream in social marketing programmes / Josephine Previte -- 15 Be well, know your BGL : diabetes Australia's diabetes awareness campaign / Sandra Jones and Danika Hall -- 16 Development of a primary school curriculum for the control of trachoma in Tanzania / Chad MacArthur and Manisha Tharaney -- 17 Community-based social marketing to promote positive mental health : the act-belong-commit campaign in rural Western Australia / Robert J. Donovan, Ray James and Geoffrey Jalleh -- 18 Combating obesity : eight principles for programme planners / Michael Harker, Debra Harker and Robert Burns.

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