Strategic social marketing

Strategic Social Marketing takes a systemic approach to explaining and illustrating the added value of applying marketing to solve social problems. The authors argue for the application of social marketing principals in a strategic, systemic, critical, and reflexive way to engender social good. This book adds new insights about how marketing can and is being used to enhance the effectiveness and efficiency of social programmes in areas such as Health, Environment, Governance and Public Policy. It does this through an international lens, placing Strategic Social Marketing analysis and application in a global context and illustrating how it can be applied, giving examples and case studies from around the world.Machine generated contents note: pt. I WHY? -- 1.The importance of social marketing for social policy -- Case study: EPODE (International) -- 2.The nature of social marketing -- Case study: The truth® campaign (USA) -- 3.Marketing social good -- Case study: The Social Marketing Company (Bangladesh) -- pt. II WHAT? -- 4.The social marketing mix -- Case study: Applying social marketing to youth engagement programmes to achieve policy change -- 5.Strategic social marketing -- Case study: Social marketing and the health policy development process in the United States -- 6.Creating value in social marketing -- Case study: BreastScreen Queensland (Australia) -- pt. III HOW? -- 7.Systems thinking and social marketing -- Case study: The smoke-free Scotland social marketing assemblage -- 8.Using theory in social marketing -- Case study: Change4Life (UK) -- 9.Research approaches in social marketing -- Case study: Energy efficiency in me third age and the issue of research ethics -- Contents note continued: 10.Research methods in social marketing -- Case study: Learning from Bourdieu (UK) -- 11.Social marketing and social programme design -- Case studies: The California Project LEAN (USA); -- The Kiama Health Plan (Australia) -- 12.Planning social marketing interventions -- Case study: Dying Matters (UK) -- 13.Embedding social marketing within social programmes -- Case studies: Developing a national strategy for social marketing in England -- The Water campaign/Rotterdam -- 14.Critical social marketing -- Case study: Corporate forces respond to the social marketing competition (UK).429 page(s