Pages
11 List
of images, figures, and tables
15 List
of abbreviations
23 Foreword
29 Acknowledgements
34 Part I Studying a Public Policy Process
35 1.
In a vast and complex area
38 2.
Genesis and development of policy processes
42 3.
The resurgence of case study research
44 4.
Theory’s priority role
45 5.
A crucial case
50
Part II Political Grounds for Social Marketing
51 1.
Values and social sciences
54 2.
Anglo-Saxon political philosophy
56 3.
Social engineering, its limits and potentialities
63 4.
North American pragmatism and public policy
70 5.
Democracy and social marketing
76 6.
A political conception of social marketing
78
Part III From Marketing to Social Marketing
79 1.
Markets and marketing
87 2.
The marketing thought
94 3.
Broadening the marketing and its social dimension
101 4.The
emergence of social marketing
105 5.
Social marketing and other social change approaches
109 6.
Criticism and social marketing development
115 7.
Repositioning social marketing
118 8.
Social marketing management
121 9.
Social behaviour change and its theories
123 10.
Ethical questions
128
Part IV The British Experience
129 1.
A new public health global-sectorial frame of reference
135 2.
The public health policy evolution in England
139 3.
A national policy on social marketing
141 4.
The social marketing reference frame in England
147 5.
From normative to instrumental dimensions
150 6.
The National Social Marketing Centre
156 7.
National social marketing organizations’ comparative analysis
161 8.
Standards for social marketing
168 9.
The evolution of the British national policy on social marketing
171 10.
Evaluation processes
175 11.
Renewing a public policy reference frame
181 12.
Recent developments
185 13.
A big picture
188
Part V Conclusions
189 1.
Evaluating a hypothesis
191 2.
Framework for a national policy on social marketing
193 3.
Potentialities and limitations
194 4. Policy transfer and
implementation
195 5.
Lessons from the field
199
References
237
Name Index
249
Appendices
253 A.
Realising the Potential of Effective Social Marketing
261 B.
3 Years Grant Agreement
273 C.
Social Marketing Benchmark Criteria
277 D.
Learning Together: From Theory to Practice: Social Marketing Learning
Demonstration Sites
287 E.
Social Marketing Training for South Central
303 F.
Quick Reference Guide: The Procurement of Social Marketing Services
307 G.
Social Marketing Functional Map
315 H.
Summary of Key Achievements
323 I.
PHAST Project Report
335 J.
Future of NSMC
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