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Strategic Social Marketing

Strategic Social Marketing

Second Edition

585 pages | SAGE Publications Ltd

Adopting an international approach and offering a broader context to social marketing, 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.

Updates to this new edition include:

·       A brand new chapter on evaluation

·       Updated advances in relevant research and theorising

·       New vignettes and short case studies to illustrate theories throughout the text

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

ISBN: 9781526446039