Books  Sustainable Development  Environmental Management 

Social Marketing to Protect the Environment: What Works

  • Organized into two main parts, the residential sector and the commercial sector, the book provides solutions to influencing behavior change in each
  • Twenty-Four case studies from around the world illustrate successful use of social marketing principles with advice on how to replicate these campaigns in similar situations
  • The authors review what has worked and what could have been improved and provide practitioners with a concluding chapter on recommendations for best practices in community-based social marketing.

By: Doug McKenzie-Mohr(Author), Nancy R Lee(Author), P Wesley Schultz(Author), Philip Kotler(Author)

237 pages, b/w photos, b/w illustrations, tables

Sage Publications

Paperback | Jul 2011 | #195606 | ISBN-13: 9781412991292
Availability: Usually dispatched within 1-2 weeks Details
NHBS Price: £31.99 $41/€35 approx

About this book

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.

"Short and to the point. Has good step-by-step process to strategy development."
- Bonnie McEwan, Milano School of Management & Policy, New School University



Section I: Introduction
Chapter 1: Introduction: Fostering Sustainable Behavior

Section II: Influencing Behaviors in the Residential Sector
Chapter 2: Reducing Waste
Chapter 3: Protecting Water Quality
Chapter 4: Reducing Emissions
Chapter 5: Reducing Water Use
Chapter 6: Reducing Energy Use
Chapter 7: Protecting Fish and Wildlife Habitats

Section III: Influencing Behaviors in the Commerical Sector
Chapter 8: Reducing Waste
Chapter 9: Protecting Water Quality
Chapter 10: Reducing Emissions
Chapter 11: Reducing Water Use
Chapter 12: Reducing Energy Use
Chapter 13: Concluding Thoughts and Recommendations

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