ISBN 10: 1446248623 / ISBN 13: 9781446248621
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'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.

Visit the Strategic Social Marketing Companion Website - Featuring free resources for marketing students and lecturers.

Über den Autor:

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.

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Verlag: SAGE Publications Ltd Apr 2015 (2015)
ISBN 10: 1446248623 ISBN 13: 9781446248621
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Buchbeschreibung SAGE Publications Ltd Apr 2015, 2015. Taschenbuch. Buchzustand: Neu. 235x191x24 mm. Neuware - '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 450 pp. Englisch. Artikel-Nr. 9781446248621

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