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