Social marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. As a socially conscious marketing student this new edition will arm you with:
case studies from across the globe
accessible exercises
engaging stories, and
online support with an expanded and enhanced companion website
which 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.
Table of Contents
Chapter 1 Harnessing the Power of Marketing
Chapter 2 Social Marketing Principles
Chapter 3 The Shoulders of Giants
Chapter 4 Making it happen- the toolbox
Chapter 5 Research and the Teller of Tales
Chapter 6 Compelling Content
Chapter 7 Competitive Analysis
Chapter 8 Critical Marketing
Chapter 9 Spiritual Dimensions
Chapter 10 Ethical Issues
Chapter 11 Systems Social Marketing
