Social Marketing to Protect the Environment : What Works

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 behavior. 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 Behaviors and Commercial-Related Behaviors. These sections follow a consistent format and: - Describe a variety of environmental issues - Give examples of the numerous changes in behaviors and 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.