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Strategic Social Marketing
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Strategic Social Marketing

Second Edition

Other Titles in:
Marketing | Social Marketing

November 2019 | 585 pages | SAGE Publications Ltd

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.

 

 
Chapter 1: The Role and Contribution of Social Marketing
 
Chapter 2: Social Marketing Principles
 
Chapter 3: Strategic Social Marketing
 
Chapter 4: Systems Social Marketing
 
Chapter 5: Critical Social Marketing
 
Chapter 6: Planning and Designing Social Marketing Intervention
 
Chapter 7: Creating Value in Social Marketing
 
Chapter 8: The Social Marketing Contribution to Social Programme Design
 
Chapter 9: Embedding Social Marketing Within Social Programmes
 
Chapter 10: Applying Behavioural Theory and Science in Social Marketing
 
Chapter 11: Research Perspectives and Social Marketing
 
Chapter 12: Qualitative Research and Social Marketing
 
Chapter 13: Quantitative Research and Social Marketing
 
Chapter 14: Social Marketing’s contribution to the big behavioural influence tool box
 
Chapter 15: The Social Marketing Mix

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Jeff French

Professor Jeff French has over 30 years’ experience of evaluating and developing leading behavior change projects, social marketing programmes and communications strategies at international and local levels. Jeff and has published over 80 chapters, articles and books in the fields of behavior change, social marketing, community development, health promotions and communications. He is Visiting Professor at Brunel University and Brighton University, a Fellow at King’s College London and teaches at four other UK Universities. Until 2009 Jeff managed the National Social Marketing Centre and is currently Chief Executive of Strategic Social... More About Author

Ross Gordon

Ross Gordon is Senior Lecturer in Marketing at the Department of Marketing and Management, Macquarie University, Sydney, Australia.  He is also the President of the Australian Association of Social Marketing. More About Author

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ISBN: 9781526446046
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