Social Marketing and Behaviour Change: From Theory to Action: Second Edition

This thoroughly revised second edition of Social Marketing and Behaviour Change provides a comprehensive examination of behaviour change models, theories, approaches and tools as they have been applied to social marketing and other social change contexts.

Drawing on a global review of social marketing literature, this comprehensively updated edition is an essential reference and toolkit for academics and practitioners to design, manage, and evaluate social marketing and behaviour change intervention programs, strategies and campaigns. This second edition also introduces new chapters on macro-social marketing, capabilities, participatory, social, and systems and services models, as well as chapters on strategic planning, expanding the theoretical framework to reflect contemporary developments in this burgeoning field.

This book is beneficial for scholars and students of business and management, communication, marketing and social psychology. It serves as an essential guide for academics and practitioners, providing actionable advice across the fields of health promotion, environmental communication and public policy.

Linda Brennan, Emeritus Professor of Advertising, School of Media and Communication, Lukas Parker, Professor of Communication, School of Media and Communication, David Micallef, Senior Lecturer in Public Relations, School of Media and Communication, RMIT University, Australia and Nguyen Luu, Lecturer in Marketing and Management, Graduate School, British University Vietnam, Vietnam