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Strategic Social Marketing


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Table of Contents

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

About the Author

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.


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
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. -- Alan Tapp

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.

-- Francois Lagarde
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. -- Ann-Marie Kennedy, Auckland University of Technology, New Zealand
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. -- Abhijit Roy, Professor of Marketing, University of Scranton

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.

-- Marko Ribac

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