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Case Study: Reduce Your Juice: A digital marketing programme for reducing residential electricity use
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Case Study: Reduce Your Juice: A digital marketing programme for reducing residential electricity use

Rebekah Russell-Bennett, Rory Mulcahy, Ryan McAndrew, Tim Swinton, Jo-Anne Little and Neil Horrocks
Social Marketing: Rebels with a Cause, 3rd Edition, pp.346-356
Routledge, 3rd Edition
2018
DOI: https://doi.org/10.4324/9781315648590-15
url
https://www.routledge.com/Social-Marketing-Rebels-with-a-Cause-3rd-Edition/Hastings-Domegan/p/book/9781138123830View
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Abstract

Marketing
Social Marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. This new addition will arm the socially conscious marketing student with: Case studies from across the globe, accessible exercises, engaging stories and online support with an expanded and enhanced companion website which will all enable you to think critically about the individual and systemic drivers of both harm and progress, and provide you with the tools to act. This popular introductory textbook has been thoroughly updated to enable students to challenge the bad, champion the good and become rebels with a cause. Now including more on systems thinking, evaluation and apps, Hastings and Domegan also introduce the influential new 3Cs model (Containment, Counter-Marketing, Critical Capacity Building). This book is essential reading for all social marketing, marketing ethics, and marketing and society courses. [Book Synopsis]

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