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Strategic Social Marketing

by Jeff French and Ross Gordon SAGE Publications Ltd
Pub Date:
Pbk 448 pages
AU$109.00 NZ$114.78
Product Status: In Stock Now
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Strategic Social Marketing takes a systemic approach to explaining and illustrating the added value of applying marketing to solve social problems.

The authors present social marketing principles in a strategic, critical and reflexive way to help engender social good via the effectiveness and efficiency of social programmes in areas such as Health, Environment, Governance and Public Policy. In illustrating how it can be applied, the text places Strategic Social Marketing in a global context, giving examples and case studies from around the world.

Set into a clear structure it:

•Takes you through an exploration of why marketing should be an integral component of all social programme design and delivery when looking to achieve social good
•Moves on to the nature and application of social marketing, rethinking traditional concepts such as
‘value’ and ‘exchange’ in the social context
•Lays out the ‘how to’ so you can create fully realised strategy, plans, frameworks and tactics to influence behaviours.

Section A: Why?
Chapter 1: The importance of social marketing for social policy
Chapter 2: The nature of social marketing
Chapter 3: Marketing social good
Section B: What?
Chapter 4: The social marketing mix
Chapter 5: Strategic social marketing
Chapter 6: Creating value through social marketing
Section C: How?
Chapter 7: Systems thinking and social marketing
Chapter 8: Using theory in social marketing
Chapter 9: Research approaches in social marketing
Chapter 10: Research methods in social marketing
Chapter 11: Social marketing and social programme design
Chapter 12: Planning social marketing interventions
Chapter 13: Embedding social marketing within social programmes
Chapter 14: Critical social marketing

This book, if I paraphrase Brecht, is a useful weapon for anyone who wants to create and to make social changes. It is not just another book about social marketing, offering formulas and recipes for how to design programs and interventions that will persuade people to eat more fruit and vegetables, recycle well, and do not drink and drive…The book leads us through different phases of social-market thinking about social problems and finding their solutions, through the structure of WHY social marketing, WHAT is social marketing and HOW to act in accordance with social-marketing principles.

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 Marketing Ltd.

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.