Social Marketing

Principles and Practice for Delivering Global Change

Gerard Hastings (University of Stirling, UK), Christine Domegan

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English

Routledge
20 April 2023

Social issues & processes; Sociology; Economics; Sales & marketing management; Advertising

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.

By: Gerard Hastings (University of Stirling UK), Christine Domegan
Imprint: Routledge
Country of Publication: United Kingdom
Edition: 4th edition
Dimensions: Height: 246mm, Width: 174mm,
Weight: 200g
ISBN: 9781032059679
ISBN 10: 1032059672
Pages: 374
Publication Date: 20 April 2023
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

Gerard Hastings is a Professor Emeritus at Stirling University, where he founded the Institute for Social Marketing and Health (ISMH). His research and teaching focus on the impact of marketing on society – both for good and ill. This has involved him in advising government and civil society nationally and internationally and publishing widely in both academic and non-academic outlets. His latest book Hyperconsumption is published by Routledge. In 2009 he was awarded the OBE for services to health care. In 2014 he accepted the Queen’s Anniversary Prize on behalf of the University of Stirling for ISMH’s critical marketing research. Christine Domegan, B.Comm, MBS, PhD, is a Personal Professor of Social Marketing at the University of Galway, Ireland. Christine is an Honorary Professor at Stirling University in Britain and Adjunct Professor of Marketing at Griffith University in Australia. Christine is the Research Leader for the Applied Systems Thinking investigating systems-thinking social marketing for systemic change and stakeholder engagement through a multidisciplinary lens and leading an EU LIFE IP grant for climate action with national partners in relation to large-scale regenerative peatlands, people and policies. She teaches sustainable marketing and social marketing at undergraduate and postgraduate levels, including extensive PhD supervision, as well as topics such as marketing research. Award-winning publications appear in Journal of Macromarketing, Canadian Medical Association Journal, BMJ open, Marketing Theory and European Journal of Marketing. Christine is European Editor of Journal of Social Marketing.