Social Marketing to Protect the Environment
- Doug McKenzie-Mohr - McKenzie-Mohr & Associates Inc., Canada
- Nancy R. Lee - University of Washington and Social Marketing Services, Inc., USA
- P. Wesley Schultz - California State University, San Marcos, USA
- Philip Kotler - Northwestern University, USA
Behaviour change is central to the pursuit of sustainability. The book details how to use community-based social marketing to motivate environmental protection behaviours as diverse as water and energy efficiency, alternative transportation and watershed protection. With case studies of innovative programmes from around the world, including the USA, Canada, Australia, Spain, and Jordan, the authors present a clear process for motivating social change for both residential and commercial audiences. The case studies illustrate conservation applications for both work and home and show how community-based social marketing can be harnessed to foster more sustainable communities.
Course is no longer going to be offered. New course will be in Sustainable Marketing.
Short and to the point. Has good step-by-step process to strategy development.
Sample Materials & Chapters
Chapter 1: Fostering Sustainable Behavior
Chapter 6: Reducing Energy Use