4th Edition

Social Marketing Principles and Practice for Delivering Global Change

By Gerard Hastings, Christine Domegan Copyright 2023
    374 Pages 94 B/W Illustrations
    by Routledge

    374 Pages 94 B/W Illustrations
    by Routledge

    Social Marketing shows how marketing techniques can be used to social ends and tackle the immense challenges humankind faces. Social inequalities have driven popular revolts, from Black Lives Matter to Brexit, the climate is in crisis, and COVID-19 has highlighted power imbalances across the globe. In these turbulent times, this fourth edition will arm you with:

    • Fresh content on climate breakdown, inequality and diversity, public health and poverty
    • The critical capacity to analyse the origins, workings and future of our economic system
    • Contemporary case studies from around the world demonstrating how change happens
    • Reflective questions and critical thinking tasks to aid understanding

    This popular introductory textbook has been fully updated to enable you to challenge the bad, champion the good and enact meaningful change. If you already have marketing know-how, then it will help you apply this in a health, social and ecological context. If you come from a social science, public health or ecological background, and have little knowledge of marketing, it will introduce you to its key principles and give you the chance to apply these ideas in familiar settings.

    1. Delivering global change: how social marketing can make a difference

    2. The four social marketing orientations

    3. The shoulders of giants: why theory matters

    4. Strategic planning: the social marketer’s roadmap

    5. Research: the social marketer’s satnav

    6. How social marketers communicate: the search for compelling content

    7. Critical marketing: addressing the commercial determinants of ill-health and planetary harm

    8. Alternatives: in search of new wisdom

    9. Ethics, morality and human rights in social marketing

    10. Systems social marketing

    Social marketing case studies from around the world

    1. Encouraging sustainable energy performance in multi-stakeholder systemic school environment: the ENERGE project

    Dmitry Brychkov, Christine Domegan, Edelle Doherty, Raquel de Castro Rodrigues Lima and Eoghan Clifford

    2. Trust the meat thermometer

    Marisha Anand and Aileen McGloin

    3. Acting on the climate crisis through the arts and culture: A social innovation journey at the city of Águeda

    Susana Marques, Ana Estima, Edson Santos, Célia Laranjeira, Adriana Mesquita and Carla Couceiro

    4. Making Australian universities culturally safe places for first nations peoples

    Maria Raciti, Jennifer Carter, David Hollinsworth and Kathryn Gilbey

    5. "What could masculinity be?": using participatory co-design to define and support healthier masculinities

    Glen Donnar, Jon Hewitt, Fiona Finn, Lukas Parker, Linda Brennan and John Dingeldei

    6. "Standing Strong Together": a culturally appropriate adaptation for a social and emotional well-being intervention in an Australian First Nations community

    Robert J Donovan, Lesley A Murray, Julia Anwar-McHenry, Amberlee Nicholas and Cathy Drane

    7. The humble egg in Malawi

    Puja Peyden Tshering, Kalpana Beesabathuni, Srujith Lingala and Rowena Merritt

    8. Turning the tide on poor Blue Space quality through stakeholder engagement – Lessons from PIER

    Sinead Duane, Maeve Farrell, A. Chueiri, Christine Domegan, Liam Burke and Dearbhaile Morris

    9. Evaluating real change in the real world: creativity, connection and the unseen as felt evidence in aspiring communities

    Marisa de Andrade, Colin Campbell, Jean Dobbing, Felicity Fyall and Rilza Montgomery

    10. Leaf collective: piloting a social marketing approach to remove eucalypt leaves from stormwater drains

    Luisa Lopez Cordova, Yue Xi, Sharyn Rundle-Thiele, Renata Anibaldi, Aaron Tkaczynski, Cuong Pham and Vanessa Salamone

    11. Logan City Council wildlife movement campaign

    Tori Seydel, Erin Hurley and Sharyn Rundle-Thiele

    12. Tackling gender inequality and promoting a healthy lifestyle: the women in sport roadshow

    Michelle O’Shea, Hazel Maxwell, Nicole Peel and Sarah Duffy

    13. The role of civil society in advancing the sugar-sweetened beverages tax policy in Mexico

    Rafael Pérez-Escamilla

    14. The Baby Killer revisited: regulating the marketing of breast milk substitutes

    Gerard Hastings, Kathryn Angus, Douglas Eadie and Kate Hunt

    15. Healthy breakfasts in Armenia

    Rowena Merritt and Nanna Skau

    16. Social marketing at multiple levels of the fashion system with fashion revolution

    Anna Earl and Ann-Marie Kennedy

    17. Autism: change your reactions

    Sandra C. Jones, Jennifer Lowe, Nicola Edwards and Jade Maloney

    18. Active play for 0–3 years old in Galway city

    Christine Domegan, Tina Flaherty, Dmitry Brychkov, Evelyn Fanning and Caroline Murray


    Gerard Hastings is a Professor Emeritus at Stirling University, where he founded the Institute for Social Marketing and Health (ISMH). His research and teaching focus on the impact of marketing on society – both for good and ill. This has involved him in advising government and civil society nationally and internationally and publishing widely in both academic and non-academic outlets. His latest book Hyperconsumption is published by Routledge. In 2009 he was awarded the OBE for services to health care. In 2014 he accepted the Queen’s Anniversary Prize on behalf of the University of Stirling for ISMH’s critical marketing research.

    Christine Domegan, B.Comm, MBS, PhD, is a Personal Professor of Social Marketing at the University of Galway, Ireland. Christine is an Honorary Professor at Stirling University in Britain and Adjunct Professor of Marketing at Griffith University in Australia. Christine is the Research Leader for the Applied Systems Thinking investigating systems-thinking social marketing for systemic change and stakeholder engagement through a multidisciplinary lens and leading an EU LIFE IP grant for climate action with national partners in relation to large-scale regenerative peatlands, people and policies. She teaches sustainable marketing and social marketing at undergraduate and postgraduate levels, including extensive PhD supervision, as well as topics such as marketing research. Award-winning publications appear in Journal of Macromarketing, Canadian Medical Association Journal, BMJ open, Marketing Theory and European Journal of Marketing. Christine is European Editor of Journal of Social Marketing.