Social Marketing ― Rebels With a Cause

Social Marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. This new addition will arm the socially conscious marketing student with:

• Case studies from across the globe,
• accessible exercises,
• engaging stories
• and online support with an expanded and enhanced companion website

which will all enable you to think critically about the individual and systemic drivers of both harm and progress, and provide you with the tools to act.

This popular introductory textbook has been thoroughly updated to enable students to challenge the bad, champion the good and become rebels with a cause. Now including more on systems thinking, evaluation and apps, Hastings and Domegan also introduce the influential new 3Cs model (Containment, Counter-Marketing, Critical Capacity Building).

This book is essential reading for all social marketing, marketing ethics, and marketing and society courses.

Gerard Hastings is Professor of Social Marketing at Stirling University, UK, the Open University, UK, and L’Ecole des Hautes Etudes en Sante Publique, Rennes, France. He is currently a Commissioner on the Lancet Obesity Commission, and a member of the Board of Alcohol Focus Scotland and of the British Medical Association Board of Science.

Christine Domegan is Head of Marketing at NUI Galway, Ireland, and European Editor of the Journal of Social Marketing. Christine is also Honorary Associate Professor, ISM, University of Stirling, UK, Adjunct Professor, Social Marketing, Griffith University, Brisbane, Australia, and Visiting Professor, Florida Prevention Research Center Fellow, Associate of the World Health Organization Collaborating Center on Social Marketing and Social Change at the University of South Florida, USA.