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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.
The fields of behaviour change are at a crossroads. Do we continue to work in silos or do we start to work together? Social marketing is also at a crossroads: do we stick to the old paradigms or do we embrace new ways of thinking? As someone who is sometimes frustrated by the conservatism that can dominate social marketing thinking, I found this book refreshing. In my opinion French and Gordon really get to grips with these questions – and provide some answers.
It forces us all, social marketers, to think broad (in terms of systems), to think big and deep, to be ambitious and systematic. Here are some adjectives that I associate with your book: Insightful, visionary, provocative, relevant, useful, unique, different (added-value). The book puts words and further structure to my own evolution as a practitioner and trainer… I really think your book is a major milestone in the evolution of social marketing.
Strategic Social Marketing by Jeff French and Ross Gordon provides a well-rounded view of social marketing that will broaden each reader’s understanding of the concept. In a refreshing take on social marketing, they focus on strategic social marketing, which is defined as: ‘‘The systemic, critical and reflexive application of social marketing principals to enhance social policy selection, objective setting, planning and operational delivery’’ (p. 45).
Strategic Social Marketing is a great read. It offers social marketing principles in a strategicas well a critical way to help engender social good in a wide range of sectors, including health, environment, and government. The book should appeal to all readers —the practitioner, who might be looking for the right tools in his or her profession; the casual reader looking for insights to solutions for addressing evolving behavior change; and most importantly, the student seeking to gain the most up-to-date knowledge of the field in the twenty-first century.
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 soci
I requested this for one module, but it's too complex for that Level 4 module focus. However, for students undertaking projects at Level 5, some with a charitable focus, this would be a useful book to have in the library.
Well written, new approaches and easy to read.
This is a very good book offering a wealth of information for those interested in the social aims side of marketing. Gone are the days when marketing was seen as the preserve of commercial/profit making activities. Any well rounded marketer should be aware of this important area of study which offers huge potential benefits for our communities.
A detailed overview of strategic social marketing.
Not suitable for my area, however, have pass this book onto a colleague who I think will find exceptionally relevant.
It presents great insights regarding the changes brought by social media and how to leverage them by better defining marketing strategies.