Social Marketing: Principles and Practice for Delivering Global Change

Social Marketing is a textbook that explains how marketing techniques can be used to address social inequalities, climate change, public health, and poverty. It provides fresh content, critical analysis, and case studies from around the world to help students challenge the bad, champion the good, and enact meaningful change.

Format: Hardback
Length: 374 pages
Publication date: 20 April 2023
Publisher: Taylor & Francis Ltd

Social marketing is a powerful tool that harnesses the power of marketing techniques to address pressing social issues and tackle the immense challenges facing humanity. The prevalence of social inequalities has sparked widespread revolutions, including the Black Lives Matter movement and the Brexit referendum, while the climate crisis and the COVID-19 pandemic have exposed glaring power imbalances across the globe. In this turbulent era, this fourth edition of Social Marketing provides a comprehensive and timely resource for students and professionals seeking to understand and navigate these complex challenges.

The book offers fresh content on climate breakdown, inequality, diversity, public health, and poverty, providing a comprehensive understanding of the root causes and consequences of these issues. It equips readers with the critical capacity to analyze the origins, workings, and potential future of our economic system, enabling them to challenge its shortcomings and advocate for positive change.

Through contemporary case studies from around the world, the book showcases real-world examples of how change has been initiated and implemented. These case studies provide valuable insights into the strategies and approaches used by organizations and individuals to drive meaningful change, from social entrepreneurship to community-based initiatives.

In addition to its theoretical content, Social Marketing includes reflective questions and critical thinking tasks that encourage readers to engage with the material on a deeper level. These exercises promote critical thinking, problem-solving, and the development of a nuanced understanding of the social, economic, and environmental factors that shape our world.

Whether you already possess marketing knowledge or come from a social science, public health, or ecological background with limited knowledge of marketing, this textbook offers a valuable introduction to the field. It provides a clear and accessible framework for understanding marketing's key principles and applying these ideas in familiar settings. By leveraging the power of social marketing, individuals and organizations can work towards creating a more equitable, sustainable, and just world.

In conclusion, Social Marketing is a vital resource for anyone seeking to understand and address the complex social issues of our time. By providing a comprehensive and timely exploration of marketing techniques and their application to social ends, this book equips readers with the tools they need to challenge the status quo. It serves as a call to action, inspiring individuals and organizations to champion the good, enact meaningful change, and build a more inclusive and sustainable future for all.

Weight: 850g
Dimension: 246 x 174 (mm)
ISBN-13: 9781032059662
Edition number: 4 ed