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Strategic Social Marketing

Strategic Social Marketing
For Behaviour and Social Change

Second Edition
Additional resources:

Social Marketing

December 2019 | 585 pages | SAGE Publications Ltd

Adopting an international approach and offering a broader context, this second edition of Strategic Social Marketing presents social marketing principles in a strategic, critical and reflexive way, illustrating the value of applying marketing to solve social problems, including:

• A brand new chapter on evaluation.
• Updated advances in relevant research and theorizing.
• New vignettes and short case studies to illustrate theories throughout the text.

The authors explore the reasons why marketing should be an integral component of all social programme design and delivery when looking to achieve social good, while progressing on to the nature and application of social marketing; rethinking traditional concepts such as  ‘value’ and ‘exchange’ in the social context. Their hands-on features then let students lay out strategy, plans, frameworks and tactics to influence behaviours.


Chapter 1: The Role and Contribution of Social Marketing
Chapter 2: Social Marketing Principles
Chapter 3: Strategic Social Marketing
Chapter 4: Systems Social Marketing
Chapter 5: Critical Social Marketing
Chapter 6: Planning and Designing Social Marketing Intervention
Chapter 7: Creating Value in Social Marketing
Chapter 8: The Social Marketing Contribution to Social Programme Design
Chapter 9: Embedding Social Marketing Within Social Programmes
Chapter 10: Applying Behavioural Theory and Science in Social Marketing
Chapter 11: Research Perspectives and Social Marketing
Chapter 12: Qualitative Research and Social Marketing
Chapter 13: Quantitative Research and Social Marketing
Chapter 14: Social Marketing’s contribution to the big behavioural influence tool box
Chapter 15: The Social Marketing Mix
Key features

• Broad approach to the subject, integrating marketing with wider social behavioural sciences and covering the key taught areas.

• A truly international approach drawing on research and examples in a global context.     

• Written by two acknowledged authorities on Social Marketing with good connection both in academia and in the professional world.    

• Differs from the competitors by offering a broader context to social marketing as well as the practicalities of delivering successful campaigns.   

  • The nature and application of social marketing, rethinking traditional concepts such as  ‘value’ and ‘exchange’ in the social context

Research Methods chapter + thorough updates

Online resources with materials on DOING social marketing so students can create fully realised strategy, plans, frameworks and tactics to influence behaviours.



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ISBN: 9781526446046

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