TY - BOOK ID - 78729357 TI - Macro-Social Marketing Insights : Systems Thinking for Wicked Problems. AU - Kennedy, Ann Marie. AU - Kennedy, Ann-Marie PY - 2019 SN - 9780429839306 9780429452307 0429839294 0429452306 0429839308 9781138322080 9780429839290 9780429839283 0429839286 1138322083 PB - Milton : Routledge, DB - UniCat KW - Social marketing. KW - Cause related marketing KW - Marketing, Social KW - Social cause marketing KW - Marketing KW - Consumer behavior KW - Market research KW - Applied marketing UR - https://www.unicat.be/uniCat?func=search&query=sysid:78729357 AB - Macro-social marketing is an approach to solving wicked problems. Wicked problems include obesity, environmental degradation, smoking cessation, fast fashion, gambling, and drug and alcohol abuse. As such, wicked problems are those problems that are so complex and multifaceted, it is difficult to dene the exact problem, its contributing factors, and paths to a solution. Increasingly, governments, NGOs, and community groups are seeking to solve these types of problems. In doing so, the issues with pursuing macro-level change are beginning to emerge. Issues stem from the interconnected nature of stakeholders involved with a wicked problem--where one change may create a negative ripple effect of both intended and unintended consequences. Macro-social marketing, then, provides a holistic and systemic approach to both studying and solving wicked problems. Within the chapters of this book, macro-social marketing approaches to analysing and dening wicked problems, to identifying stakeholders and potential ripple effects, and to implementing macro-level change are presented. In this emerging area of academia, the theories, models, and approaches outlined in this book are cutting edge and provide a critical approach from top researchers in the area. Both practical and theoretical aspects are presented as well as caveats on such societal and/or country-wide change. A must-have for social marketing academics and those interested in macro-level change at a practical or theoretical level. ER -