Jeff French - Böcker

Each case study is explored from the scoping and research stage right through to evaluation, providing the reader with a complete overview of the most important building blocks in social marketing and how these can be applied to the real world, including:

- Insights from the key people involved in social marketing and the identification of the common themes associated with successful social marketing strategies.

- An international range of cases from the health, environmental and civic sectors, from national and governmental programmes to local, small-budget interventions;

- Comprehensive coverage of the whole process, from strategy, and implementation, through to the challenges and lessons learned; and

- Academic exercises, discussion questions and references to reinforce student learning.

This book demystifies social marketing for undergraduate and postgraduate marketing and health studies students, as well as practitioners in government, public institutions, NGOs and private organisations looking to develop more effective social change programmes.

Each case study is explored from the scoping and research stage right through to evaluation, providing the reader with a complete overview of the most important building blocks in social marketing and how these can be applied to the real world, including:

- Insights from the key people involved in social marketing and the identification of the common themes associated with successful social marketing strategies.

- An international range of cases from the health, environmental and civic sectors, from national and governmental programmes to local, small-budget interventions;

- Comprehensive coverage of the whole process, from strategy, and implementation, through to the challenges and lessons learned; and

- Academic exercises, discussion questions and references to reinforce student learning.

This book demystifies social marketing for undergraduate and postgraduate marketing and health studies students, as well as practitioners in government, public institutions, NGOs and private organisations looking to develop more effective social change programmes.

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.