Strategic Social Marketing, by Jeff French (Strategic Social Marketing Ltd) and Ross Gordon (Macquarie University, Sydney, Australia) was launched at World Social Marketing Conference, 19th April, 2015.
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.
The book explores why marketing should be an integral component of all social programme design and delivery when looking to achieve social good. It rethinks traditional concepts such as ‘value’ and ‘exchange’ in the social context and explains ‘how to’ create fully realised strategy, plans, frameworks and tactics to influence behaviours.