Strategic Social Marketing
Autor Jeff French, Ross Gordonen Limba Engleză Paperback – 27 apr 2015
'For anyone interested in great social marketing practice in the 21st century, and how it needs to adapt as our understanding of behaviour change evolves, this publication is chock full of good practice and smart strategy.’
Dan Metcalfe, Deputy Director - Marketing, Public Health England, UK
Strategic Social Marketing takes a systemic approach to explaining and illustrating the added value of applying marketing to solve social problems. The authors present social marketing principles in a strategic, critical and reflexive way to help engender social good via the effectiveness and efficiency of social programmes in areas such as Health, Environment, Governance and Public Policy. In illustrating how it can be applied, the text places Strategic Social Marketing in a global context, giving examples and case studies from around the world.
Set into a clear structure it:
- Takes you through an exploration of why marketing should be an integral component of all social programme design and delivery when looking to achieve social good
- Moves on to the nature and application of social marketing, rethinking traditional concepts such as
‘value’ and ‘exchange’ in the social context - Lays out the ‘how to’ so you can create fully realised strategy, plans, frameworks and tactics to influence behaviours.
| Toate formatele și edițiile | Preț | Express |
|---|---|---|
| Paperback (2) | 371.45 lei 3-5 săpt. | +37.50 lei 7-13 zile |
| SAGE Publications – 21 noi 2019 | 371.45 lei 3-5 săpt. | +37.50 lei 7-13 zile |
| SAGE Publications – 27 apr 2015 | 512.89 lei 39-44 zile | |
| Hardback (2) | 968.35 lei 39-44 zile | |
| SAGE Publications – 27 apr 2015 | 968.35 lei 39-44 zile | |
| SAGE Publications – 21 noi 2019 | 1268.91 lei 6-8 săpt. |
Preț: 512.89 lei
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Specificații
ISBN-13: 9781446248621
ISBN-10: 1446248623
Pagini: 448
Dimensiuni: 186 x 232 x 24 mm
Greutate: 0 kg
Ediția:1
Editura: SAGE Publications
Colecția Sage Publications Ltd
Locul publicării:London, United Kingdom
ISBN-10: 1446248623
Pagini: 448
Dimensiuni: 186 x 232 x 24 mm
Greutate: 0 kg
Ediția:1
Editura: SAGE Publications
Colecția Sage Publications Ltd
Locul publicării:London, United Kingdom
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Recenzii
For anyone interested in great social marketing practice in the 21st century, and how it needs to adapt as our understanding of behaviour change evolves, this publication is chock full of good practice and smart strategy.
The fields of behaviour change are at a crossroads. Do we continue to work in silos or do we start to work together? Social marketing is also at a crossroads: do we stick to the old paradigms or do we embrace new ways of thinking? As someone who is sometimes frustrated by the conservatism that can dominate social marketing thinking, I found this book refreshing. In my opinion French and Gordon really get to grips with these questions – and provide some answers. They do this by embracing the idea that social marketing can work in new ways, and they are not afraid to take on some marketing ‘sacred cows’ along the way. If you want your assumptions questioned – read this book.
It forces us all, social marketers, to think broad (in terms of systems), to think big and deep, to be ambitious and systematic. Here are some adjectives that I associate with your book: Insightful, visionary, provocative, relevant, useful, unique, different (added-value). The book puts words and further structure to my own evolution as a practitioner and trainer… I really think your book is a major milestone in the evolution of social marketing.
Strategic Social Marketing by Jeff French and Ross Gordon provides a well-rounded view of social marketing that will broaden each reader’s understanding of the concept. In a refreshing take on social marketing, they focus on strategic social marketing, which is defined as: ‘‘The systemic, critical and reflexive application of social marketing principals to enhance social policy selection, objective setting, planning and operational delivery’’ (p. 45). Taking a more macro view, this is different from other books on social marketing that focus on individual level behavior change almost exclusively.
Overall, this book is a phenomenal depository of postmodern thinking on social marketing. It has a refreshing viewpoint on social marketing and is sure to become the core reader for those interested in the broader macro-level issues with social marketing.
Strategic Social Marketing is a great read. It offers social marketing principles in a strategicas well a critical way to help engender social good in a wide range of sectors, including health, environment, and government. The book should appeal to all readers —the practitioner, who might be looking for the right tools in his or her profession; the casual reader looking for insights to solutions for addressing evolving behavior change; and most importantly, the student seeking to gain the most up-to-date knowledge of the field in the twenty-first century. None of them will be disappointed.
This book, if I paraphrase Brecht, is a useful weapon for anyone who wants to create and to make social changes. It is not just another book about social marketing, offering formulas and recipes for how to design programs and interventions that will persuade people to eat more fruit and vegetables, recycle well, and do not drink and drive…The book leads us through different phases of social-market thinking about social problems and finding their solutions, through the structure of WHY social marketing, WHAT is social marketing and HOW to act in accordance with social-marketing principles.
The fields of behaviour change are at a crossroads. Do we continue to work in silos or do we start to work together? Social marketing is also at a crossroads: do we stick to the old paradigms or do we embrace new ways of thinking? As someone who is sometimes frustrated by the conservatism that can dominate social marketing thinking, I found this book refreshing. In my opinion French and Gordon really get to grips with these questions – and provide some answers. They do this by embracing the idea that social marketing can work in new ways, and they are not afraid to take on some marketing ‘sacred cows’ along the way. If you want your assumptions questioned – read this book.
It forces us all, social marketers, to think broad (in terms of systems), to think big and deep, to be ambitious and systematic. Here are some adjectives that I associate with your book: Insightful, visionary, provocative, relevant, useful, unique, different (added-value). The book puts words and further structure to my own evolution as a practitioner and trainer… I really think your book is a major milestone in the evolution of social marketing.
Strategic Social Marketing by Jeff French and Ross Gordon provides a well-rounded view of social marketing that will broaden each reader’s understanding of the concept. In a refreshing take on social marketing, they focus on strategic social marketing, which is defined as: ‘‘The systemic, critical and reflexive application of social marketing principals to enhance social policy selection, objective setting, planning and operational delivery’’ (p. 45). Taking a more macro view, this is different from other books on social marketing that focus on individual level behavior change almost exclusively.
Overall, this book is a phenomenal depository of postmodern thinking on social marketing. It has a refreshing viewpoint on social marketing and is sure to become the core reader for those interested in the broader macro-level issues with social marketing.
Strategic Social Marketing is a great read. It offers social marketing principles in a strategicas well a critical way to help engender social good in a wide range of sectors, including health, environment, and government. The book should appeal to all readers —the practitioner, who might be looking for the right tools in his or her profession; the casual reader looking for insights to solutions for addressing evolving behavior change; and most importantly, the student seeking to gain the most up-to-date knowledge of the field in the twenty-first century. None of them will be disappointed.
This book, if I paraphrase Brecht, is a useful weapon for anyone who wants to create and to make social changes. It is not just another book about social marketing, offering formulas and recipes for how to design programs and interventions that will persuade people to eat more fruit and vegetables, recycle well, and do not drink and drive…The book leads us through different phases of social-market thinking about social problems and finding their solutions, through the structure of WHY social marketing, WHAT is social marketing and HOW to act in accordance with social-marketing principles.
Cuprins
Section A: Why?
Chapter 1: The importance of social marketing for social policy
Chapter 2: The nature of social marketing
Chapter 3: Marketing social good
Section B: What?
Chapter 4: The social marketing mix
Chapter 5: Strategic social marketing
Chapter 6: Creating value through social marketing
Section C: How?
Chapter 7: Systems thinking and social marketing
Chapter 8: Using theory in social marketing
Chapter 9: Research approaches in social marketing
Chapter 10: Research methods in social marketing
Chapter 11: Social marketing and social programme design
Chapter 12: Planning social marketing interventions
Chapter 13: Embedding social marketing within social programmes
Chapter 14: Critical social marketing
Chapter 1: The importance of social marketing for social policy
Chapter 2: The nature of social marketing
Chapter 3: Marketing social good
Section B: What?
Chapter 4: The social marketing mix
Chapter 5: Strategic social marketing
Chapter 6: Creating value through social marketing
Section C: How?
Chapter 7: Systems thinking and social marketing
Chapter 8: Using theory in social marketing
Chapter 9: Research approaches in social marketing
Chapter 10: Research methods in social marketing
Chapter 11: Social marketing and social programme design
Chapter 12: Planning social marketing interventions
Chapter 13: Embedding social marketing within social programmes
Chapter 14: Critical social marketing
Notă biografică
Descriere
Taking an international approach, this text illustrates the value of applying marketing to solve social problems, exploring the ‘what’ and ‘why’ as well as the ‘how to’ of social marketing.