Social Marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. This new addition will arm the socially conscious marketing student with:
- Case studies from across the globe,
- accessible exercises,
- engaging stories
- and online support with an expanded and enhanced companion website
which will all enable you to think critically about the individual and systemic drivers of both harm and progress, and provide you with the tools to act.
This popular introductory textbook has been thoroughly updated to enable students to challenge the bad, champion the good and become rebels with a cause. Now including more on systems thinking, evaluation and apps, Hastings and Domegan also introduce the influential new 3Cs model (Containment, Counter-Marketing, Critical Capacity Building).
This book is essential reading for all social marketing, marketing ethics, and marketing and society courses.
Cover Picture: 'La Sardane de la Paix’ by Pablo Picasso. The sardane is a traditional circle dance from Catalonia which has come to symbolise the struggle of ordinary people against oppression, from Napoleon through Hitler and Franco and into the modern era. The individual dancer holds his or her hands in the air in a gesture of autonomy and empowerment, and is able to maintain what would quickly become a tiring stance thanks to the supporting hands of her fellow-dancers. It illustrates the key social marketing lesson that addressing complex social problems, such as climate change or inequalities – as with dictators - requires a combination of individual agency and collective action. It also shows that critical analysis, the questioning and challenging of the current system, lies at the heart of progressive social change, and that good social marketers should be rebels with a cause.
Table of Contents
Table of Contents
Chapter 1 Harnessing the Power of Marketing
Chapter 2 Social Marketing Principles
Chapter 3 The Shoulders of Giants
Chapter 4 Making it happen- the toolbox
Chapter 5 Research and the Teller of Tales
Chapter 6 Compelling Content
Chapter 7 Competitive Analysis
Chapter 8 Critical Marketing
Chapter 9 Spiritual Dimensions
Chapter 10 Ethical Issues
Chapter 11 Systems Social Marketing
Gerard Hastings is Professor of Social Marketing at Stirling University, UK, the Open University, UK, and L’École des Hautes Etudes en Santé Publique, Rennes, France. He is currently a Commissioner on the Lancet Obesity Commission, and a member of the Board of Alcohol Focus Scotland and of the British Medical Association Board of Science.
Christine Domegan is Head of Marketing at NUI Galway, Ireland, and European Editor of the Journal of Social Marketing. Christine is also Honorary Associate Professor, ISM, University of Stirling, UK, Adjunct Professor, Social Marketing, Griffith University, Brisbane, Australia, and Visiting Professor, Florida Prevention Research Center Fellow, Associate of the World Health Organization Collaborating Center on Social Marketing and Social Change at the University of South Florida, USA.