1st Edition

The Routledge Companion to Marketing and Society

    456 Pages 20 B/W Illustrations
    by Routledge

    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.

    The social impact of the relationship between marketing and society: an introduction

    Krzysztof Kubacki, Lukas Parker, Christine Domegan and Linda Brennan

    A. Marketing for social impact: an overview

    1. Systems thinking in marketing for social impact

    Roger Layton, Christine Domegan and Linda Brennan

    2. Value-based exchanges in macromarketing perspective

    Mark Peterson

    3. Digitization and consumer choice

    Alex Reppel

    4. Quantified self: from citizen science to commodified subjects

    Tanja Kamin and Andreja Vezovnik

    5. Evaluation of the social impact of marketing

    Joy Parkinson and Jay Naidu

    B. Marketing and consumer issues

    6. Consumption and well-being

    Alexandra Ganglmair-Wooliscroft

    7. Consumer activism and social movements

    Jessica Vredenburg and Amanda Spry

    8. Consumer privacy

    Eathar Abdul-Ghani

    9. Gendered marketing and feminism

    Lauren Gurrieri, Hayden D. Cahill, Fiona Finn, Laura McVey and Sadaf Sagheer

    10. A conceptual framework for managing excessive social media use

    Kseniia Zahrai, Ekant Veer, Paul W. Ballantine and Huibert Peter de Vries

    C. Commercial marketing

    11. Brands and branding: symbols of progress in society

    Samuelson Appau and Kofi Poku

    12. Corporate social marketing

    Alexander Campbell, Sameer Deshpande and Sharyn Rundle-Thiele

    13. Sustainability marketing and the environmental impact of marketing

    Ann-Marie Kennedy and Sommer Kapitan

    14. Credibility vs. transparency in green marketing

    Sommer Kapitan

    15. Social enterprises and B2B relationships: towards a typology

    Nathalie Nørregaard Larsen, Martin Hannibal and Natasha Evers

    D. Non-profit marketing

    16. Communicating for social impact: upstream and downstream considerations

    P. Christopher Palmedo

    17. Social marketing

    W. Douglas Evans and Jeff French

    18. The global campaign against tobacco: a brief history

    Jackie Dickenson and Robert Crawford

    19. Non-profit and charity marketing: navigating amidst the growing markets for ‘social conscience and pressure for purpose’

    Rita Kottasz, Ian MacQuillin and Roger Bennett

    20. The Tempest: marketing the arts for social impact in a pandemic

    Ruth Rentschler, Bianca Araujo and Boram Lee

    21. The impact of political marketing on the well-being of society

    Jennifer Lees-Marshment, Edward Elder and Joyce Manyo

    E. The future of marketing for social impact

    22. Marketing in a time of Covid-19: how we got here and what to do next

    Gerard Hastings

    23. Marketing and climate emergency: it is profitable to let the world go to hell

    Hamilton Coimbra Carvalho

    24. Interdisciplinary approaches to marketing for social impact

    Pia Polsa, Lukas Parker and Linda Brennan

    25. Marketing to foster development in the Global South

    Nathaly Aya Pastrana, Khai Trieu Tran and Irma Martam

    26. Marketing and the UN SGDs

    Rowena K Merritt, Hajra Hafeez-ur-Rehman and Nitesh Patel

    27. Marketing education for social impact

    Michael Basil and Debra Z. Basil


    Krzysztof Kubacki is a Professor of Marketing and Society at the University of Plymouth, UK. Most of his recent work focuses on the identification, trial, evaluation and critique of behaviour change programs, but Krzysztof is also interested in the intersecting roles of ethics, power and vulnerability in behaviour change and social marketing systems.

    Lukas Parker is an Associate Professor in the School of Media and Communication at RMIT University. He is a social marketing and advertising scholar whose research sits at the nexus of behaviour change, communicating health and digital advertising. Leading teams of researchers, his research addresses pressing social problems related to health and sustainability.

    Christine Domegan is a Senior Lecturer in Marketing, National University of Ireland, Galway, Adjunct Professor, Griffith Business School, Brisbane, Australia and Honorary Professor, Institute of Social Marketing (ISM), Stirling University, UK. Her work is deeply involved in understanding complex, interweaving social and provisioning systems that arise in the intersection of society and business for climate change and sustainability.

    Linda Brennan is a Professor at the School of Media and Communication at RMIT University. Her research interests are social and government marketing and especially the influence of communication and advertising on behaviour.