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Strategic Social Marketing
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Strategic Social Marketing
For Behaviour and Social Change

Second Edition
  • Jeff French - Strategic Social Marketing Ltd, UK
  • Ross Gordon - Queensland University of Technology (QUT), Australia
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November 2019 | 576 pages | SAGE Publications Ltd

Adopting an international approach and offering a broader and contemporary perspective, 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:

 

  • New ideas introducing core values and ways of thinking about behaviour and social change
  • Integration of the latest concepts, research, and frameworks informing behaviour and social change efforts
  • New vignettes and short case studies from leading thinkers in the field to illustrate concepts and ideas throughout the text

The authors explore the reasons why social marketing should be an integral component of all social programme design and delivery when looking to achieve social good. They comprehensively explain the nature and application of social marketing; reconceptualising ‘value’, ‘systems thinking’, ‘the social marketing intervention mix’, and ‘critical social marketing’, in the social context. They then lay out strategy, plans, frameworks and tactics that policymakers, practitioners, students and indeed any social change agents can use to effect change for social good.

 
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

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.

Alan Tapp
Professor of Marketing, Bristol Business School, University of the West of England, UK

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Jeff French

Jeff French is a global thought leader working in the fields of behavioural influence, Social Marketing, social communication and citizen focused programme planning and evaluation. Jeff has published over 100 academic papers and five books plus numerous guides and tool kits on these subjects. Jeff is a visiting Professor at Brighton University and a Fellow at Kings College London University and teaches at Southbank Cambridge university on a regular basis.   Previously Director of Policy and Communication at the UK Health Development Agency and a senior civil servant in the UK Department of Health. In 2004 Jeff headed the UK... More About Author

Ross Gordon

Ross Gordon is a Professor at Queensland University of Technology in Brisbane. He is also President of the Australian Association of Social Marketing (AASM). Ross is an interdisciplinary social change activist with degree qualifications in marketing, public policy, and politics and history. His work focuses on social issues and social change, through a critical, reflexive and multi-perspective lens. His discipline expertise lies in social marketing, consumer cultures, and critical marketing teaching and research. He works across various social change topic areas including energy efficiency, environmental sustainability, alcohol and alcohol... More About Author

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