Jeff French, Ross Gordon Strategic Social Marketing

Annotation

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 progressingon 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.