Social Marketing : Principles and Practice for Delivering Global Change book cover
4th Edition

Social Marketing
Principles and Practice for Delivering Global Change

  • Available for pre-order on March 1, 2023. Item will ship after March 22, 2023
ISBN 9781032059679
March 22, 2023 Forthcoming by Routledge
370 Pages 94 B/W Illustrations

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USD $59.95

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Book Description

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 4th 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. 

Table of Contents

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  Case Studies from Around the World

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Gerard Hastings is 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, Galway. Christine is 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 unit within the Whitaker Institute, University of Galway, investigating Systems-thinking Social Marketing for Systemic Change and Stakeholder Engagement through a multidisciplinary lens. Christine is currently leading an EU LIFE IP grant for climate action worth €27 million with national partners in relation to peatlands, people and policies. Christine teaches Sustainable Marketing and Social Marketing at undergraduate and postgraduate, including extensive PhD supervision, as well as topics such as Marketing Research. Award winning publications appear in the Journal of Macromarketing, Canadian Medical Association Journal, BMJ open, Marketing Theory and the European Journal of Marketing. Christine is European Editor for the Journal of Social Marketing.