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This book, an adaptation of Nancy R. Lee and Philip Kotler's highly successful book Social Marketing: Influencing Behaviors for Good, 4th Edition, is structured around the ten-step marketing planning process that trains and encourages those in positions responsible for influencing public behaviors to undertake a systematic and comprehensive approach to behaviour change rather than jumping to the stage of producing just ads or distributing condoms. The book will convince readers when employing social marketing, it takes more than this. The book illustrates the planning process, importance of re

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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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"Social Marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. This new addition will arm the socially conscious marketing student with:Case studies from across the globe,accessible exercises, engaging storiesand online support with an expanded and enhanced companion websitewhich will all enable you to think critically about the individual and systemic drivers of both harm and progress, and provide you with the tools to act. This popular introductory textbook has been thoroughly updated to enable students to challenge the bad, champion the good and become rebels with a cause. Now including more on systems thinking, evaluation and apps, Hastings and Domegan also introduce the influential new 3Cs model (Containment, Counter-Marketing, Critical Capacity Building). This book is essential reading for all social marketing, marketing ethics, and marketing and society courses. Cover Picture: 'La Sardane de la Paix by Pablo Picasso. The sardane is a traditional circle dance from Catalonia which has come to symbolise the struggle of ordinary people against oppression, from Napoleon through Hitler and Franco and into the modern era. The individual dancer holds his or her hands in the air in a gesture of autonomy and empowerment, and is able to maintain what would quickly become a tiring stance thanks to the supporting hands of her fellow-dancers. It illustrates the key social marketing lesson that addressing complex social problems, such as climate change or inequalities as with dictators - requires a combination of individual agency and collective action. It also shows that critical analysis, the questioning and challenging of the current system, lies at the heart of progressive social change, and that good social marketers should be rebels with a cause."--Provided by publisher.

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II, 322 p.

Social marketing --- #SBIB:013.AANKOOP --- #SBIB:309H2812 --- Cause related marketing --- Marketing, Social --- Social cause marketing --- Marketing, consumentengedrag, consumentisme --- Marketing --- Issue management --- Beïnvloeding --- Gedrag --- Financiewezen