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Strategic Social Marketing
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Strategic Social Marketing
For Behaviour and Social Change

Second Edition
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November 2019 | 568 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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Paperback
ISBN: 9781526446046
£42.99

Hardcover
ISBN: 9781526446039
£120.00