Overview

This book presents a series of empirically based case studies conducted by social change scholars from Asia-Pacific, showcasing the latest social marketing approaches geared at improving societal well-being in the region. Cutting across cultural perspectives, the contents gather ideas on social marketing campaigns and strategies from around the region and use these case studies as a platform to address concomitant challenges in employing marketing tools to positively change social behaviour. The selection of case studies covers and compares aspects of public health and well-being, and public environmental consciousness in terms of driving attitudes towards implementing improved sustainability in developing and developed countries. Drawing on related policies and legislation, and examining social behaviour at the individual, community, and organisational levels, the authors propose innovative new methods in social marketing and social change research. The book is of interest to researchers and practitioners in social marketing, business ethics, behavioural science, public health, and development studies.

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9789811585197

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Dr. Rachel Hay is a Lecturer in Marketing with the College of Business Law and Governance, James Cook University.  Dr. Hay recently completed her Ph.D. “The engagement of women and technology in agriculture”. Her research interests centre on technology adoption and agriculture, social marketing, and readability.  Within this area, she is active in research relating to technology adoption by women in agriculture, and marketing communication effects and effectiveness, including readability in populations sectors that face literacy and numeracy challenges.  Her recent projects focused on trans-disciplinary approaches to sustained behaviour change in social marketing and environmental protection interventions. Professor Lynne Eagle is a Professor of Marketing with James Cook University.  Prof. Eagle’s research interests centre on marketing communication effects and effectiveness, including the impact of persuasive communication on childrenand trans-disciplinary approaches to sustained behaviour change in social marketing/health promotion/environmental protection campaigns. She has published in a wide range of academic journals, including the Journal of Advertising and European Journal of Marketing, and led the development of both Marketing Communications and Social Marketing books.  Associate Professor Abhishek Singh Bhati is the Campus Dean of James Cook University Singapore campus. As Campus Dean JCU Singapore, Abhishek contributes to JCU’s initiatives in the Tropical Asia. A/Prof. Abhishek Bhati’s research investigates resilience planning, sustainable development of cities, and scholarship of learning and teaching. In particular, he is interested in technology and the role it has as a catalyst for industry changes; “Smart City” as a mechanism for future sustainable development; and the need to deliver United Nations Sustainable Development Goals (SDGs).

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