Strategic Social Marketing: For Behaviour and Social Change

Adopting an international approach and offering a broader context to social marketing, this second edition presents social marketing principles in a strategic, critical and reflexive way, illustrating the value of applying marketing to solve social problems. As someone who is sometimes frustrated by the conservatism that can dominate social marketing thinking, I found this book refreshing. French and Gordon really get to grips with questions regarding embracing with new thinking, and provide some answers. They do this by engaging with the idea that social marketing can work in new ways, and they are not afraid to take on some ′sacred cows′ along the way. If you want your assumptions questioned - read this book.

Adopting an international approach and offering a broader context, this second edition of Strategic Social Marketing presents social marketing principles in a strategic, critical and reflexive way, illustrating the value of applying marketing to solve social problems, including:

• A brand new chapter on evaluation.
• Updated advances in relevant research and theorizing.
• New vignettes and short case studies to illustrate theories throughout the text.

The authors explore the reasons why marketing should be an integral component of all social programme design and delivery when looking to achieve social good, while progressing on to the nature and application of social marketing; rethinking traditional concepts such as  ‘value’ and ‘exchange’ in the social context. Their hands-on features then let students lay out strategy, plans, frameworks and tactics to influence behaviours.

 

• | Author: Jeff French, Ross Gordon
• | Publisher: Sage Publications Ltd
• | Publication Date: Nov 22, 2019
• | Number of Pages:
• | Language:
• | Binding: Paperback / softback
• | ISBN-13: 9781526446046
• | ISBN-10: 1526446049