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.
Professor Jeff French has over 30 years' experience of evaluating and developing leading behavior change projects, social marketing programmes and communications strategies at international and local levels. Jeff and has published over 80 chapters, articles and books in the fields of behavior change, social marketing, community development, health promotions and communications. He is Visiting Professor at Brunel University and Brighton University, a Fellow at King's College London and teaches at four other UK Universities. Until 2009 Jeff managed the National Social Marketing Centre and is currently Chief Executive of Strategic Social Marketing Ltd.
As someone who is sometimes frustrated by the conservatism that can dominate social marketing thinking, I found this book refreshing. French and Gordon really get to grips with questions regarding embracing with new thinking, and provide some answers. They do this by engaging with the idea that social marketing can work in new ways, and they are not afraid to take on some 'sacred cows' along the way. If you want your assumptions questioned - read this book. -- Alan Tapp