Social Marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. Beyond this simple definition, social marketing offers an alternative to the standard Western economic model of consumption at all costs.
This popular introductory textbook has been updated to provide greater depth on marketing theory, more on branding, co-production of value, and Community Based Prevention Marketing (CBPM). In addition, the communications chapter is extended and radically updated to include much more on digital media. The rise of corporate social responsibility is also critically analyzed.
The subject of social marketing is brought to life with the integration of case studies from across the world to provide a textbook which is required reading for students at advanced undergraduate and postgraduate levels.
About the Authors:
Gerard Hastings is Professor at the Institute for Social Marketing at the University of Stirling and Open University in the UK and Professeur Associé at the École des Hautes Etudes en Santé Publique Rennes in France.
Christine Domegan is Senior Lecturer in Marketing at the National University of Ireland, Galway