Social Marketing: Principles and Practice for Delivering Global Change

ISBN-13: 9781032059662 / Angielski / Twarda / 2023 / 370 str.

Gerard Hastings; Christine Domegan

Opis

Social Marketing shows how marketing techniques can be used to social ends and tackle the immense challenges humankind faces. Social inequalities have driven popular revolts, from Black Lives Matter to Brexit, the climate is in crisis, and COVID-19 has highlighted power imbalances across the globe. In these turbulent times, this fourth edition will arm you with:

• Fresh content on climate breakdown, inequality and diversity, public health and poverty
• The critical capacity to analyse the origins, workings and future of our economic system
• Contemporary case studies from around the world demonstrating how change happens
• Reflective questions and critical thinking tasks to aid understanding

This popular introductory textbook has been fully updated to enable you to challenge the bad, champion the good and enact meaningful change. If you already have marketing know-how, then it will help you apply this in a health, social and ecological context. If you come from a social science, public health or ecological background, and have little knowledge of marketing, it will introduce you to its key principles and give you the chance to apply these ideas in familiar settings.

Spis treści

1. Delivering global change: how social marketing can make a difference, 2. The four social marketing orientations, 3. The shoulders of giants: why theory matters, 4. Strategic planning: the social marketer’s roadmap, 5. Research: the social marketer’s satnav, 6. How social marketers communicate: the search for compelling content, 7. Critical marketing: addressing the commercial determinants of ill-health and planetary harm, 8. Alternatives: in search of new wisdom, 9. Ethics, morality and human rights in social marketing, 10. Systems social marketing, Social marketing case studies from around the world, 1. Encouraging sustainable energy performance in multi-stakeholder systemic school environment: the ENERGE project, 2. Trust the meat thermometer, 3. Acting on the climate crisis through the arts and culture: A social innovation journey at the city of Águeda, 4. Making Australian universities culturally safe places for first nations peoples, 5. "What could masculinity be?": using participatory co-design to define and support healthier masculinities, 6. "Standing Strong Together": a culturally appropriate adaptation for a social and emotional well-being intervention in an Australian First Nations community, 7. The humble egg in Malawi, 8. Turning the tide on poor Blue Space quality through stakeholder engagement – Lessons from PIER, 9. Evaluating real change in the real world: creativity, connection and the unseen as felt evidence in aspiring communities, 10. Leaf collective: piloting a social marketing approach to remove eucalypt leaves from stormwater drains, 11. Logan City Council wildlife movement campaign, 12. Tackling gender inequality and promoting a healthy lifestyle: the women in sport roadshow, 13. The role of civil society in advancing the sugar-sweetened beverages tax policy in Mexico, 14. The Baby Killer revisited: regulating the marketing of breast milk substitutes, 15. Healthy breakfasts in Armenia, 16. Social marketing at multiple levels of the fashion system with fashion revolution, 17. Autism: change your reactions, 18. Active play for 0–3 years old in Galway city