Absolute Essentials of Social Marketing

1. Auflage 2026
ISBN: 978-1-041-19305-0
Verlag: Taylor & Francis Ltd

Buch, Englisch, 82 Seiten, Format (B × H): 138 mm x 216 mm, Gewicht: 310 g

Reihe: Absolute Essentials of Business and Economics

Absolute Essentials of Social Marketing provides a comprehensive yet accessible guide to Social Marketing theory and practice, offering systematic approaches to influence behaviour for personal and social good through marketing principles and behavioural science.

Readers will gain practical knowledge of how to develop, implement and evaluate effective social change programmes through this concise guide. It delivers these benefits through a structured six chapter approach covering essential concepts, behavioural strategies, planning methodologies, evaluation techniques and organisational integration, with practical tools and real-world case studies from diverse global settings.

This book serves both students studying various courses with modules on influencing behaviour for social good and professionals in government agencies, NGOs and for-profit organisations interested in creating social value.

This book is supported by case studies, the STELa toolkit with over 30 planning tools, links to key readings and connections to training provided by the International Social Marketing Association.

Zielgruppe

Postgraduate and Undergraduate Advanced

Autoren/Hrsg.

French, Jeff

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung

Inhaltsverzeichnis

Chapter 1 The Citizen Consumer and What This Means for Organisations and Professionals. Chapter 2 The Social Marketing Mindset and Essential Concepts. Chapter 3 The Citizen-Centric Imperative. Chapter 4 Social Marketing Planning. Chapter 5 Evaluating Social Marketing. Chapter 6 Social Marketing Absolute Essentials

Über Autor(innen)

Jeff French is a global thought leader in Social Marketing, health communication, behavioural influence and citizen-focused programme planning and evaluation. Jeff has published over 100 academic papers and written five books plus numerous guides and tool kits on these subjects, including the European Centre for Disease Control technical guidance on Social Marketing. Jeff is a visiting professor at Brighton University, UK, and Doshisha University, Japan. Jeff also teaches at a number of other universities on a regular basis. Jeff works with governments, NGOs and some of the world’s biggest private companies and international organisations including the WHO and the UN. Jeff is the past president of the International Social Marketing Association of which he was a founding member.