Social Mobilization and Social Marketing in Developing Communities: Lessons for Communicators Neill McKee Southbound ISBN: 983-9054-01-5 220 pages 16x24cm US$22.00

"This book provides the best synthesis to date of social marketing and social mobilization theory and practice in international development. To my knowledge, no other source provides such a comprehensive review backed-up by extremely useful bibliograp hies as well as project data from major development sectors--health, population, nutrition, AIDS prevention, etc. It is of broad interest to various categories of readers: aid agency officials, frontline communication/development planners and particularly academics seeking a "real-world" summary of experiences in specialized seminars and training programs."
John K. Mayo, Learning Systems Institute, Centre for International Studies, Florida State University.

"This book is the best discussion of social marketing in development that I have seen."
Everett Rogers

"It is a landmark in development communication thinking."
The late James P. Grant, former Executive Director, UNICEF

CONTENTS

Preface

PART I: Definitions and Differences
Chapter 1: An Overview

PART II: Social Marketing and Social Mobilization: Major Programme Experiences
Chapter 2: Marketing Tangible Products for Smaller Families and the Prevntion of AIDS
Chapter 3: Social Mraketing Recipes and Behaviours for Better Child Health and Nutrition
Chapter 4: Social Mobilization for Child Survival and Development

PART III: A Synthesis of Lessons Learned
Chapter 5: Lessons for Communicators