Jeff French, Ross Gordon

Strategic Social Marketing

• Gebundenes Buch

Produktbeschreibung

'For anyone interested in great social marketing practice in the 21st century, and how it needs to adapt as our understanding of behaviour change evolves, this publication is chock full of good practice and smart strategy.' Dan Metcalfe, Deputy Director - Marketing, Public Health England, UK 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. Set into a clear structure it: Takes you through an exploration of why marketing should be an integral component of all social programme design and delivery when looking to achieve social good Moves on to the nature and application of social marketing, rethinking traditional concepts such as 'value' and 'exchange' in the social context Lays out the 'how to' so you can create fully realised strategy, plans, frameworks and tactics to influence behaviours. Strategic Social Marketing is accompanied by a companion website, featuring free resources for marketing students and lecturers. Visit the Strategic Social Marketing website. 'Social marketing is at a crossroads: do we stick to the old paradigms or do we embrace new ways of thinking? French and Gordon really get to grips with these questions - and provide some answers. They do this by embracing the idea that social marketing can work in new ways, and they are not afraid to take on some marketing 'sacred cows' along the way. If you want your assumptions questioned - read this book.' Alan Tapp, Professor of Marketing, Bristol Business School, University of the West of England, UK

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Produktdetails

• Verlag: SAGE Publications Ltd
• Seitenzahl: 450
• Erscheinungstermin: 14. April 2015
• Englisch
• Abmessung: 241mm x 196mm x 29mm
• Gewicht: 970g
• ISBN-13: 9781446248614
• ISBN-10: 1446248615
• Artikelnr.: 42403590

Autorenporträt

Jeff French is a global thought leader working in the fields of behavioural influence, Social Marketing, social communication and citizen focused programme planning and evaluation. Jeff has published over 100 academic papers and five books plus numerous guides and tool kits on these subjects. Jeff is a visiting Professor at Brighton University and a Fellow at Kings College London University and teaches at Southbank Cambridge university on a regular basis.   Previously Director of Policy and Communication at the UK Health Development Agency and a senior civil servant in the UK Department of Health. In 2004 Jeff headed the UK government review of Social Marketing and set up the National Social Marketing Centre in 2005. In 2009 Jeff became the CEO of Strategic Social Marketing.   Strategic Social Marketing works with Governments, NGOs and some of the world's biggest private companies, Jeff has also worked with WHO, the UN and the European Centre for Disease Control as a consultant on the development, implementation and evaluation of programmes that aim to influence positive social and health behaviour. Jeff is the co-author of the ECDC technical guidance on social marketing planning.   Jeff is a member of several national and international policy committees including the national Public Health England sponsored National HIV prevention advisory board Jeff is also a member of the Editorial Boards of five professional Journals and a board member of the European Social Marketing Association. Jeff is also a member of the UN UNITA working group on road safety.   Jeff has worked in over thirty countries with NGO's, private sector companies, government departments and agencies on behavioural programmes related to: health promotion, infection control, transport, road safety, fire safety, drug and alcohol misuse, sexual health, gambling, forestry, environmental issues, public sector responsiveness, sustainable fishing, financial literacy, public sector recruitment, volunteer recruitment, obesity prevention, smoking, school health, animal health and public service reconfiguration.   Jeff is a sought-after keynote speaker at international conferences and also offers training and mentoring services.  Jeff chairs the conference planning committees for both the European and World social marketing conferences. Jeffs book; 'Social Marketing and Public Health: Theory and Practice, 2nd edition' (2018), was highly commended in the Health and Social Care category of the 2018, BMA Medical Book Awards and Jeff's Book Strategic Social Marketing 2nd edition co-authored with Ross Gordon is a standard text book on many university reading lists.     Jeff has made a number of significant professional contributions to the fields of social marketing and health promotion. Jeff was the Chair of the UK Health promotion association 1996- 1999, and conference organiser of the UK health promotion confrence between 1993- 1998. Jeff was Chair of the MSSSB UK National Occupational Standards for Social Marketing group responsible for developing the world's first set of national occupational standards for social marketing published in June 2009 and revised in June 2020. Jeff was in 2009 a Member of the UK government Department for Culture Media and Sport England Awards Committee and the evaluation committee for the biggest single public health intervention every funded, the £300 million Healthy Living Centre programme.   In 2014 Jeff acted as a WHO consultant developing marketing and communication strategies for the Greek Government, and facilitated the European Region WHO pandemic preparedness forum in Strasbourg. Jeff was a member of the European obesity EPODE Help Programme technical advisors board responsible for advising on social marketing, one of the key pillars in the EPODE programme. Between 2011 - 2017 Jeff managed the work of the E-Com EU review of pandemic communication and behaviour change research programme funded as part of the EU Work Programme 7 research and development programme.   Academic and Professional Qualifications * Rachel Macmillan College University of London, Sept. 1974 - July. 1977 Certificate in Education (Qualified UK biology teacher) * Open University, January 1979 - November 1981 BA * South Bank University, September 1981 - July 1982, Post-graduate Diploma in Health Education. * Kings College University of London, September 1982 - July 1984 - M.Sc. Health Promotion.  * Durham University Business School: 1992 - December 1994. MBA. * Leeds Metropolitan University. 1993 - December 1999.  PhD. * Kings College University of London awarded the status of Fellow 2001. * Graduated from the Cambridge University Judge Institute for Management World Health Leadership programme April 2002. * Brighton University appointed to status of visiting Professor 2007.      Contact details: [e-mail]    www.strategic-social-marketing.org Twitter: Twitter.com/jefffrenchSSM or @jefffrenchSSM, Linkedin: http://uk.linkedin.com/pub/professor-jeff-french/14/998/582, Academia.edu: http://vpweb.academia.edu/JeffFrench   Skype: jeff.french15 Mobile: [phone], Office: 01428 751 896. Post address: SSM. Attabara, Conford, iphook, Hants. UK, GU307QW.

Inhaltsangabe

Section A: Why?
Chapter 1: The importance of social marketing for social policy
Chapter 2: The nature of social marketing
Chapter 3: Marketing social good
Section B: What?
Chapter 4: The social marketing mix
Chapter 5: Strategic social marketing
Chapter 6: Creating value through social marketing
Section C: How?
Chapter 7: Systems thinking and social marketing
Chapter 8: Using theory in social marketing
Chapter 9: Research approaches in social marketing
Chapter 10: Research methods in social marketing
Chapter 11: Social marketing and social programme design
Chapter 12: Planning social marketing interventions
Chapter 13: Embedding social marketing within social programmes
Chapter 14: Critical social marketing

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Chapter 1: The Role and Contribution of Social Marketing
Chapter 2: Social Marketing Principles
Chapter 3: Strategic Social Marketing
Chapter 4: Systems Social Marketing
Chapter 5: Critical Social Marketing
Chapter 6: Planning and Designing Social Marketing Intervention
Chapter 7: Creating Value in Social Marketing
Chapter 8: The Social Marketing Contribution to Social Programme Design
Chapter 9: Embedding Social Marketing Within Social Programmes
Chapter 10: Applying Behavioural Theory and Science in Social Marketing
Chapter 11: Research Perspectives and Social Marketing
Chapter 12: Qualitative Research and Social Marketing
Chapter 13: Quantitative Research and Social Marketing
Chapter 14: Social Marketing's contribution to the big behavioural influence tool box
Chapter 15: The Social Marketing Mix

Rezensionen

As someone who is sometimes frustrated by the conservatism that can dominate social marketing thinking, I found this book refreshing. French and Gordon really get to grips with questions regarding embracing with new thinking, and provide some answers. They do this by engaging with the idea that social marketing can work in new ways, and they are not afraid to take on some 'sacred cows' along the way. If you want your assumptions questioned - read this book.
Alan Tapp