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9781526446046 Academic Inspection Copy

Strategic Social Marketing

For Behaviour and Social Change
  • ISBN-13: 9781526446046
  • Publisher: SAGE PUBLICATIONS
    Imprint: SAGE PUBLICATIONS
  • By Jeff French, By Ross Gordon
  • Price: AUD $141.00
  • Stock: 0 in stock
  • Availability: This book is temporarily out of stock, order will be despatched as soon as fresh stock is received.
  • Local release date: 08/11/2019
  • Format: Paperback (232.00mm X 186.00mm) 576 pages Weight: 1010g
  • Categories: Sales & marketing [KJS]
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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
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
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