Adopting an international approach and offering a broader context to social marketing, this second edition presents social marketing principles in a strategic, critical and reflexive way, illustrating the value of applying marketing to solve social problems.
Chapter 1: The Role and Contribution of Social Marketing Chapter 2: Social Marketing Principles Chapter 3: Strategic Social Marketing Chapter 4: Systems Social Marketing Chapter 5: Critical Social Marketing Chapter 6: Planning and Designing Social Marketing Intervention Chapter 7: Creating Value in Social Marketing Chapter 8: The Social Marketing Contribution to Social Programme Design Chapter 9: Embedding Social Marketing Within Social Programmes Chapter 10: Applying Behavioural Theory and Science in Social Marketing Chapter 11: Research Perspectives and Social Marketing Chapter 12: Qualitative Research and Social Marketing Chapter 13: Quantitative Research and Social Marketing Chapter 14: Social Marketing's contribution to the big behavioural influence tool box Chapter 15: The Social Marketing Mix
As someone who is sometimes frustrated by the conservatism that can dominate social marketing thinking, I found this book refreshing. French and Gordon really get to grips with questions regarding embracing with new thinking, and provide some answers. They do this by engaging with the idea that social marketing can work in new ways, and they are not afraid to take on some 'sacred cows' along the way. If you want your assumptions questioned - read this book.
Professor Jeff French has over 30 years' experience of evaluating and developing leading behavior change projects, social marketing programmes and communications strategies at international and local levels. Jeff and has published over 80 chapters, articles and books in the fields of behavior change, social marketing, community development, health promotions and communications. He is Visiting Professor at Brunel University and Brighton University, a Fellow at King's College London and teaches at four other UK Universities. Until 2009 Jeff managed the National Social Marketing Centre and is currently Chief Executive of Strategic Social Marketing Ltd.
Ross Gordon is Senior Lecturer in Marketing at the Department of Marketing and Management, Macquarie University, Sydney, Australia. He is also the President of the Australian Association of Social Marketing.