Social marketing : principles and practice for delivering global change

1.Delivering global change: how social marketing can make a difference 2.The four social marketing orientations 3. The shoulders of giants: why theory matters 4. Strategic planning: the social marketer's roadmap 5. Research: the social marketer's satnav 6. How social marketers communicate: the search for compelling content 7. Critical marketing: addressing the commercial determinants of ill-health and planetary harm 8. Alternatives: in search of new wisdom 9. Ethics, morality and human rights in social marketing 10. Systems social marketing

The book shows how marketing techniques can be used to social ends and tackle the immense challenges humankind faces. Social inequalities have driven popular revolts, from Black Lives Matter to Brexit, the climate is in crisis, and COVID-19 has highlighted power imbalances across the globe. In these turbulent times, this fourth edition will Provide Fresh content on climate breakdown, inequality and diversity, public health and poverty, The critical capacity to analyse the origins, workings and future of our economic system, Contemporary case studies from around the world demonstrating how change happens Reflective questions and critical thinking tasks to aid understanding.