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The SAGE Handbook of Social Marketing

For the first time, this benchmark handbook brings together a systematic framework and state-of-the-art thinking to provide complete coverage of the social marketing discipline. It presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments by: - examining the defining elements of social marketing, their intellectual origins, evolution, current status and direction of travel; - discussing how these have been used in practice, emphasising emerging areas and recent innovations; and - setting the agenda for future research and development in the discipline. For academics, this book will fill the gap in comprehensive social marketing literature, while being of interest to policymakers and post-graduate marketing and health studies students alike as it explores the idea that tools used to market fast-moving consumer goods and financial services can also be applied to pressing social problems.

SOCIAL MARKETING AND ADVOCACY – W.D. NOVELLI AND B. WORKMAN
The combination of public policy advocacy and social marketing is the topic of
this chapter. Drawing on their experience at AARP (the nonprofit membership
organization in the USA that helps people of 50 years and over improve the
quality of their lives), the authors discuss the synergistic benefits they have
realized by blending these two social change strategies. The chapter focuses on
two detailed case ...