“Social Marketing in a Country. The British Experience” by Carlos Oliveira Santos, PhD, is a comprehensive account of the British national social marketing strategy. The book uses a cognitive approach, to examine the genesis, evolution, and implementation of that policy process that led to an important development in British public health policy. In mapping this experience the book provides a useful resource for those seeking to contribute to the conception and development of similar policy solutions in other situations and countries.
Carlos Oliveira Santos is an assistant professor at the University of Lisbon (Portugal), PhD in Political Science (Public Policy) by New University of Lisbon. Since 1992, he has pioneered the study and teaching of social marketing in Portugal and has created the Marketing Social Portugal website. Previous publications have included Melhorar a Vida, Um Guia de Marketing Social (Improving Life, A Social Marketing Guide, 2004), the first social marketing textbook in Portuguese. Outside this field, he has published several books with studies about some of the biggest Portuguese enterprises as Amorim Group, Galp Energia, Mota-Engil and Pestana Hotels & Resorts Group, among others.