Social marketing is a discipline unfamiliar to many policymakers, often confused with the more frequently applied and studied fields of social media, behavioral economics, or social change. Social marketing is a growing field and methodology, however, that has been successfully applied to improve public health, prevent injuries, protect the environment, engage communities, and improve financial well-being. Policymaking for Citizen Behavior Change is designed to demonstrate the ways in which social marketing can be an effective and efficient tool to change citizens’ behavior, and how to advocate for and support its appropriate application.
Providing a 10-Step Planning Model and examining a variety of social marketing cases and tools, including more than 40 success stories, Policymaking for Citizen Behavior Change is core reading for current policymakers, as well as all those studying and practicing social marketing, particularly in the public sector. It’s also worthwhile supplementary reading for those studying public policy, public administration, environmental justice, public health, and other programs on how to effect social change.