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'For anyone interested in great social marketing practice in the 21st century, and how it needs to adapt as our understanding of behaviour change evolves, this publication is chock full of good practice and smart strategy.'
Dan Metcalfe, Deputy Director - Marketing, Public Health England, UK
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.
Visit the Strategic Social Marketing Website - Featuring free resources for marketing students and lecturers.
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.
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