Strategic social marketing : for behaviour and social change / Jeff French and Ross Gordon.

Includes bibliographical references and index.

The role and contribution of social marketing -- Social marketing principles -- Strategic social marketing -- Systems social marketing -- Critical social marketing -- Planning and designing social marketing interventions -- Creating value in social marketing -- The social marketing contribution to social programme design -- Embedding social marketing within social programmes -- Applying behavioural theory and science and social marketing -- Research perspective and social marketing -- Qualitative research and social marketing -- Quantitative research and social marketing -- Social marketing's contribution to the big behavioural influence toolbox -- The social marketing intervention mix.

"Adopting an international approach and offering a broader context, this second edition of Strategic Social Marketing presents social marketing principles in a strategic, critical and reflexive way, illustrating the value of applying marketing to solve social problems, including: A brand new chapter on evaluation. Updated advances in relevant research and theorizing. New vignettes and short case studies to illustrate theories throughout the text. The authors explore the reasons why marketing should be an integral component of all social programme design and delivery when looking to achieve social good, while progressing on to the nature and application of social marketing; rethinking traditional concepts such as 'value' and 'exchange' in the social context. Their hands-on features then let students lay out strategy, plans, frameworks and tactics to influence behaviours"-- |c Provided by publisher.