Stakeholder Involvement in Social Marketing

This book is the first to provide evidence-based experience to showcase how stakeholder management can be applied within social marketing programs, as well providing contemporary discussions of social marketing research. The book aims to bring practitioners and academics together to address the calls made by scholars to address inherent challenges involved in identifying, involving and prioritising different stakeholders in social marketing interventions. Through sharing real-world experience, the text aims to extend and synthesise current knowledge in the field and contribute to establishing stronger and long-lasting alliances with stakeholders involved in social marketing interventions with an aim of ensuring sustainable behavioural change. This book features a diverse series of case studies from different countries (including but not limited to Australia, Finland, India, Slovenia, the United Kingdom) conducted in various behaviour change contexts (including alcohol consumption, nutrition intake, and breast feeding). Leading international social marketing and social science scholars provide case studies on stakeholder involvement in an intervention or multiple interventions and elucidate relevant lessons to inform theoretical as well as practical implications for multi-stakeholder social marketing interventions. This volume will be of interest to researchers, advanced students, practitioners and policy makers in social marketing and health policy.

Kathy Knox, Ph.D. is a research psychologist with expertise in human development, health education, social marketing, and applied health behaviour change across a range of settings. Krzysztof Kubacki is Professor of Marketing and Society at Auckland University of Technology, New Zealand. Most of his recent work focuses on the identification, trial, evaluation and critique of behaviour change programs, but Krzysztof is also interested in the intersecting roles of ethics, power and vulnerability in behaviour change and social marketing systems. Sharyn Rundle-Thiele is director of Social Marketing, Griffith Business School and editor-in-chief of Journal of Social Marketing. Drawing on her commercial marketing background Sharyn's research focuses on applying marketing tools and techniques to change behaviour for the better.

1. Introduction 2. Ending Tyrannic Man's Dominion: In Search of New Partners and New Stories 3. Ethical Tension in Working with Stakeholders 4. Stakeholder Involvement in Social Marketing Anti-Smoking Interventions 5. MOSA: Addressing Alcohol Issues in Slovenia Through an Upstream Multiple Stakeholder Approach 6. Challenges in Conducting Social Marketing-Based Alcohol Prevention Trials in Schools 7. Engaging Dissensus: Innovating Social Change 8. Stakeholder Analysis in a Systems Setting: An Active Travel Case Study in Ireland 9. Co-production of Social Experiments to Promote Health and Wellbeing Among Disadvantaged Groups Together with Key Stakeholders 10. Plural rationality approach to stakeholder engagement 11. From Care to Prevention in the NHS 12. Towards Universal Helmet Use: Advocating for Change in Vietnam