Lukas Parker – författare

The Routledge Companion to Marketing and Society focuses on marketing for social impact as the use of marketing strategies, tools and techniques to improve the well-being of society. As such it does not exclude the use of marketing to increase profit and shareholder value but rather prioritises the social impact of marketing, both positive and negative (even if largely unintended).This companion is a scholarly reference providing an overview of marketing for social impact in terms of its current and emergent themes, debates and developments, as well as reflections on the future of the field. Using marketing tools and techniques for social impact is commonly accepted as an effective commercial strategy (e.g. corporate social responsibility, cause-related marketing) and increasingly accepted as an approach to planned social transformation that can be used to influence positive social change in behaviours such as recycling, healthy eating, domestic violence and human trafficking.This reference volume serves as an authoritative and comprehensive statement on the state of contemporary scholarship focusing on the diverse subject of the social impact of marketing. It features 25 chapters written by international subject specialists within six themed sections, including consumer issues, marketing tools, commercial marketing and non-profit marketing. It will find a global audience of scholars and researchers within marketing and cognate fields, interested in using marketing tools and techniques to create social impact in areas such as public health, social and behaviour change communication, sociology and cultural studies.

Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are changing the world as we know it.Global Advertising Practice in a Borderless World covers a wide range of adaptive advertising practices, from major and emerging markets, in mainstream and digital advertising. It focuses on understanding how the globalisation of advertising works in practice, explored in three sections:globalising advertising in a media and communications context;advertising in a global world; andglobal advertising in a digital world.Covering past, present and potential futures, through an impressive ensemble of global advertising practitioners and academics, the book combines academic rigour with practical insights to provide a comprehensive analysis of the changing dynamics between advertising and globalisation. It will be of great interest to researchers, educators and advanced students in advertising, global branding, international marketing, international business media, communication and cultural studies.

The Routledge Companion to Marketing and Society focuses on marketing for social impact as the use of marketing strategies, tools and techniques to improve the well-being of society. As such it does not exclude the use of marketing to increase profit and shareholder value but rather prioritises the social impact of marketing, both positive and negative (even if largely unintended).This companion is a scholarly reference providing an overview of marketing for social impact in terms of its current and emergent themes, debates and developments, as well as reflections on the future of the field. Using marketing tools and techniques for social impact is commonly accepted as an effective commercial strategy (e.g. corporate social responsibility, cause-related marketing) and increasingly accepted as an approach to planned social transformation that can be used to influence positive social change in behaviours such as recycling, healthy eating, domestic violence and human trafficking.This reference volume serves as an authoritative and comprehensive statement on the state of contemporary scholarship focusing on the diverse subject of the social impact of marketing. It features 25 chapters written by international subject specialists within six themed sections, including consumer issues, marketing tools, commercial marketing and non-profit marketing. It will find a global audience of scholars and researchers within marketing and cognate fields, interested in using marketing tools and techniques to create social impact in areas such as public health, social and behaviour change communication, sociology and cultural studies.

Understanding professional communication is essential for understanding how organisations and communication imagine, enact, and change their culture and lived realities. Professional Communication is an essential resource for anyone interested in understanding and navigating the multifaceted, complex, and dynamic world of professional communication, including issues and trends in the field.Through real-world case studies and scenarios, Professional Communication explores key themes of technological disruption, industrial convergence, and the future of professional communication across increasingly complex platform ecosystems. It highlights the critical skills, core competencies, and ethical considerations necessary to navigate the evolving landscape and prepare students for diverse professional communication roles. As well as discussions on crucial ethical and cultural considerations in professional communication, the collection includes strategies for engaging diverse audiences and stakeholders. Showcasing practical guides for building effective communication strategies, the collection offers insights into trends in the field, the necessary skills for ever-changing roles in professional communication, and the increasing importance of fostering social good.The collection is divided into four major thematic sections, each of which details the increasingly blurred boundaries, convergence, and hybridisation of existing professional communication industries and disciplines. Reflecting the ever-changing nature of contemporary professional communication, the collection’s modular structure caters to students and emerging professionals across a range of disciplines, fields, and roles, providing a flexible resource for excelling in today’s and tomorrow’s evolving professional communication landscape.

Understanding professional communication is essential for understanding how organisations and communication imagine, enact, and change their culture and lived realities. Professional Communication is an essential resource for anyone interested in understanding and navigating the multifaceted, complex, and dynamic world of professional communication, including issues and trends in the field.Through real-world case studies and scenarios, Professional Communication explores key themes of technological disruption, industrial convergence, and the future of professional communication across increasingly complex platform ecosystems. It highlights the critical skills, core competencies, and ethical considerations necessary to navigate the evolving landscape and prepare students for diverse professional communication roles. As well as discussions on crucial ethical and cultural considerations in professional communication, the collection includes strategies for engaging diverse audiences and stakeholders. Showcasing practical guides for building effective communication strategies, the collection offers insights into trends in the field, the necessary skills for ever-changing roles in professional communication, and the increasing importance of fostering social good.The collection is divided into four major thematic sections, each of which details the increasingly blurred boundaries, convergence, and hybridisation of existing professional communication industries and disciplines. Reflecting the ever-changing nature of contemporary professional communication, the collection’s modular structure caters to students and emerging professionals across a range of disciplines, fields, and roles, providing a flexible resource for excelling in today’s and tomorrow’s evolving professional communication landscape.

Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are changing the world as we know it.Global Advertising Practice in a Borderless World covers a wide range of adaptive advertising practices, from major and emerging markets, in mainstream and digital advertising. It focuses on understanding how the globalisation of advertising works in practice, explored in three sections:globalising advertising in a media and communications context;advertising in a global world; andglobal advertising in a digital world.Covering past, present and potential futures, through an impressive ensemble of global advertising practitioners and academics, the book combines academic rigour with practical insights to provide a comprehensive analysis of the changing dynamics between advertising and globalisation. It will be of great interest to researchers, educators and advanced students in advertising, global branding, international marketing, international business media, communication and cultural studies.

With a concise, yet comprehensive overview of the topic, Social Marketing and Behaviour Change features a review and analysis of the most validated models of behavior change, using case studies to illustrate these models in practice.Divided into nine sections, the authors and contributors of this unique book discuss in detail the functions of various models including: cognitive, conative, affective, social-cultural and multi-theory - along with consumer behavior decision and social change models.This visual and comprehensible multi-disciplinary book is accessible to professionals in a wide range of fields. In particular researchers and students in the field of social marketing will find the book an invaluable resource.Contributors: T. Aleti, W. Binney, B.J. Biroscak, B. Broome, L. Brennan, C.A. Bryant, A.H. Courtney, O. Daly, M. Devaney, C. Domegan, S. Duane, K.M. Ekström, M.-L. Fry, D. Gallegos, R. Hamilton, M. Howick, J. Joyce, M. Khaliq, R.C. Lefebvre, J.H. Lindenberger, A.B. Mayer, R.J. McDermott, P. McHugh, Z. McQuilten, D. Murphy, D. Nguyen, A.D. Panzera, L. Parker, M.J. Polonsky, J. Previte, A.M.N. Renzaho, R. Russell-Bennett, J. Scott, A.Shahriar Ferdous, M.A. Swanson, A.P. Wright, W. Wymer

Reviewing and analysing the most relevant concepts, theories and strategies related to the field, this timely book reveals what makes for strong social marketing and social advertising campaigns. With a comprehensive understanding of social advertising models and their applications, chapters present original case studies and scenarios from international researchers to illustrate strategies and concepts in practice.Exploring the mechanics of social media, contributors highlight what makes a successful campaign. They evaluate the use and impact of emotions in social power, exploring the power of storytelling, whilst weighing ethical implications. The book covers important and upcoming areas of interest in the field including the rise of social media influencers, the use of memes, the functionality of social media, and the use of fear, guilt and shame in communications campaigns as well as positive emotions.This book will assist marketing academics and practitioners in the development of successful campaigns as it highlights not only what these campaigns look like, but also why they achieve success. It will also prove an excellent guide for government organisations and public policy makers interested in using social marketing for health promotion and social change.

This thoroughly revised second edition of Social Marketing and Behaviour Change provides a comprehensive examination of behaviour change models, theories, approaches and tools as they have been applied to social marketing and other social change contexts.Drawing on a global review of social marketing literature, this comprehensively updated edition is an essential reference and toolkit for academics and practitioners to design, manage, and evaluate social marketing and behaviour change intervention programs, strategies and campaigns. This second edition also introduces new chapters on macro-social marketing, capabilities, participatory, social, and systems and services models, as well as chapters on strategic planning, expanding the theoretical framework to reflect contemporary developments in this burgeoning field.This book is beneficial for scholars and students of business and management, communication, marketing and social psychology. It serves as an essential guide for academics and practitioners, providing actionable advice across the fields of health promotion, environmental communication and public policy.

Reviewing and analysing the most relevant concepts, theories and strategies related to the field, this timely book reveals what makes for strong social marketing and social advertising campaigns. With a comprehensive understanding of social advertising models and their applications, chapters present original case studies and scenarios from international researchers to illustrate strategies and concepts in practice.Exploring the mechanics of social media, contributors highlight what makes a successful campaign. They evaluate the use and impact of emotions in social power, exploring the power of storytelling, whilst weighing ethical implications. The book covers important and upcoming areas of interest in the field including the rise of social media influencers, the use of memes, the functionality of social media, and the use of fear, guilt and shame in communications campaigns as well as positive emotions.This book will assist marketing academics and practitioners in the development of successful campaigns as it highlights not only what these campaigns look like, but also why they achieve success. It will also prove an excellent guide for government organisations and public policy makers interested in using social marketing for health promotion and social change.