on October 10, 2005
I don't know if McKenzie-Mohr coined the buzz-terms used in Community-based Social Marketing, but he covers them (at the introductory level) completely in this book. Case studies and personal experiences offer practical examples to the lingo commonly used in CBSM, plus plenty of articles are referenced for further reading. If you've heard about "Prompts" and "Norms" associated with CBSM and need to know what everyone's talking about, this is a great place to start.
This is an excellent, concise little handbook that is packed with research-based information and excellent tips on social marketing. It focuses on the challenging topic of marketing to increase sustainable behaviors, such as recycling and reusing products rather than sending them directly into the nation's bulging landfills.
I used it as a main text for a graduate course I teach called Media Advocacy and Social Marketing and got highly positive feedback about it from my students. There are lots of other books out there, but very few that actually offer tactics to promote conservation rather than consumption. This is the heart of this great book and what makes it unique among competing how-to manuals.
Also, one of the authors is Bill Smith, a founder of the Academy for Educational Development and one of the pioneers of research-based social marketing. There is no smarter person around on this topic.