Book description
How can we facilitate more effective, efficient, equitable and
sustainable solutions to the problems that confound our communities
and world? Social marketing guru R. Craig LeFebvre weaves together
multi-level theories of change, research and case studies to explain
and illustrate the development of social marketing to address some of
society's most vexing problems. The result is a people-centered
approach that relies on insight and empathy as much as on data for the
inspiration, design and management of programs that strive for changes
for good. This text is ideal for students and professionals in health,
nonprofit, business, social services, and other areas.
â This is it -- the comprehensive, brainy road map for
tackling wicked social problems. It's all right here: how to create
and innovate, build and implement, manage and measure, scale up and
sustain programs that go well beyond influencing individual behaviors,
all the way to broad social change in a world that needs the help.â
-Bill Novelli, Professor, McDonough School of Business,
Georgetown University, former CEO, AARP and founder, Porter Novelli
and the Campaign for Tobacco-Free Kids
â I'm unaware of a more substantive treatise on social marketing and
social change. Theoretically based; pedagogically focused;
transdisciplinary; innovative; and action oriented: this book is right
for our time, our purpose, and our future thinking and action.â
-Robert Gold, MS, PhD, Professor of Public Health and Former Dean
of the School of Public Health at the University of Maryland,
College Park
â This book -- like its author -- is innovative and forward-looking,
yet also well-grounded in the full range of important social marketing
fundamentals.â -Edward Maibach, MPH, PhD, University Professor and
Director, Center for Climate Change Communication, George Mason University
R. Craig Lefebvre, PhD is a thought leader and practice
advocate for applying marketing to social issues. He is chief maven at
socialShiftÂ-a social design, marketing, and media consultancy, lead
change designer at RTI International, and research professor in the
University of South Florida College of Public Health.
