Social Marketing
eBook - ePub

Social Marketing

Principles and Practice for Delivering Global Change

  1. 351 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Social Marketing

Principles and Practice for Delivering Global Change

About this book

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.

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Yes, you can access Social Marketing by Gerard Hastings,Christine Domegan in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Routledge
Year
2023
eBook ISBN
9781000847901
Edition
4
Topic
Business
Subtopic
Business General
Index
Business

Table of contents

  1. Cover Page
  2. Half-Title Page
  3. Title Page
  4. Copyright Page
  5. Dedication Page
  6. Cover Photo
  7. Contents
  8. List of tables
  9. List of figures
  10. Case study contributors
  11. Acknowledgments
  12. Preface
  13. 1. Delivering global change: how social marketing can make a difference
  14. 2. The four social marketing orientations
  15. 3. The shoulders of giants: why theory matters
  16. 4. Strategic planning: the social marketer's roadmap
  17. 5. Research: the social marketer's satnav
  18. 6. How social marketers communicate: the search for compelling content
  19. 7. Critical marketing: addressing the commercial determinants of ill-health and planetary harm
  20. 8. Alternatives: in search of new wisdom
  21. 9. Ethics, morality and human rights in social marketing
  22. 10. Systems social marketing
  23. Social marketing case studies from around the world
  24. Index