Social Marketing shows how marketing techniques can be used to social ends and tackle the immense challenges humankind faces. Social inequalities have driven popular revolts, from Black Lives Matter to Brexit, the climate is in crisis, and COVID-19 has highlighted power imbalances across the globe. In these turbulent times, this fourth edition will arm you with:
Fresh content on climate breakdown, inequality and diversity, public health and poverty
The critical capacity to analyse the origins, workings and future of our economic system
Contemporary case studies from around the world demonstrating how change happens
Reflective questions and critical thinking tasks to aid understanding
This popular introductory textbook has been fully updated to enable you to challenge the bad, champion the good and enact meaningful change. If you already have marketing know-how, then it will help you apply this in a health, social and ecological context. If you come from a social science, public health or ecological background, and have little knowledge of marketing, it will introduce you to its key principles and give you the chance to apply these ideas in familiar settings.
1. Delivering global change: how social marketing can make a difference,
2. The four social marketing orientations,
3. The shoulders of giants: why
theory matters,
4. Strategic planning: the social marketers roadmap,
5.
Research: the social marketers satnav,
6. How social marketers communicate:
the search for compelling content,
7. Critical marketing: addressing the
commercial determinants of ill-health and planetary harm,
8. Alternatives: in
search of new wisdom,
9. Ethics, morality and human rights in social
marketing,
10. Systems social marketing, Social marketing case studies from
around the world,
1. Encouraging sustainable energy performance in
multi-stakeholder systemic school environment: the ENERGE project,
2. Trust
the meat thermometer,
3. Acting on the climate crisis through the arts and
culture: A social innovation journey at the city of Águeda,
4. Making
Australian universities culturally safe places for first nations peoples,
5.
"What could masculinity be?": using participatory co-design to define and
support healthier masculinities,
6. "Standing Strong Together": a culturally
appropriate adaptation for a social and emotional well-being intervention in
an Australian First Nations community,
7. The humble egg in Malawi,
8.
Turning the tide on poor Blue Space quality through stakeholder engagement
Lessons from PIER,
9. Evaluating real change in the real world: creativity,
connection and the unseen as felt evidence in aspiring communities,
10. Leaf
collective: piloting a social marketing approach to remove eucalypt leaves
from stormwater drains,
11. Logan City Council wildlife movement campaign,
12. Tackling gender inequality and promoting a healthy lifestyle: the women
in sport roadshow,
13. The role of civil society in advancing the
sugar-sweetened beverages tax policy in Mexico,
14. The Baby Killer
revisited: regulating the marketing of breast milk substitutes,
15. Healthy
breakfasts in Armenia,
16. Social marketing at multiple levels of the fashion
system with fashion revolution,
17. Autism: change your reactions,
18. Active
play for 03 years old in Galway city
Gerard Hastings is a Professor Emeritus at Stirling University, where he founded the Institute for Social Marketing and Health (ISMH). His research and teaching focus on the impact of marketing on society both for good and ill. This has involved him in advising government and civil society nationally and internationally and publishing widely in both academic and non-academic outlets. His latest book Hyperconsumption is published by Routledge. In 2009 he was awarded the OBE for services to health care. In 2014 he accepted the Queens Anniversary Prize on behalf of the University of Stirling for ISMHs critical marketing research.
Christine Domegan, B.Comm, MBS, PhD, is a Personal Professor of Social Marketing at the University of Galway, Ireland. Christine is an Honorary Professor at Stirling University in Britain and Adjunct Professor of Marketing at Griffith University in Australia. Christine is the Research Leader for the Applied Systems Thinking investigating systems-thinking social marketing for systemic change and stakeholder engagement through a multidisciplinary lens and leading an EU LIFE IP grant for climate action with national partners in relation to large-scale regenerative peatlands, people and policies. She teaches sustainable marketing and social marketing at undergraduate and postgraduate levels, including extensive PhD supervision, as well as topics such as marketing research. Award-winning publications appear in Journal of Macromarketing, Canadian Medical Association Journal, BMJ open, Marketing Theory and European Journal of Marketing. Christine is European Editor of Journal of Social Marketing.
