Enhanced descriptions from Syndetics:

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.

Cover Picture: 'La Sardane de la Paix' by Pablo Picasso. The sardane is a traditional circle dance from Catalonia which has come to symbolise the struggle of ordinary people against oppression, from Napoleon through Hitler and Franco and into the modern era. The individual dancer holds his or her hands in the air in a gesture of autonomy and empowerment, and is able to maintain what would quickly become a tiring stance thanks to the supporting hands of her fellow-dancers. It illustrates the key social marketing lesson that addressing complex social problems, such as climate change or inequalities - as with dictators - requires a combination of individual agency and collective action. It also shows that critical analysis, the questioning and challenging of the current system, lies at the heart of progressive social change, and that good social marketers should be rebels with a cause.

Table of contents provided by Syndetics

• List of figures (p. xi)
• List of tables (p. xiii)
• Case study contributors (p. xv)
• Foreword: a book to make you stop and think (p. xxxi)
• Preface: rebels with a cause (p. xxxiii)
• 1 Harnessing the power of marketing (p. 1)
• 2 Social marketing principles (p. 26)
• 3 The shoulders of giants (p. 52)
• 4 Making it happen - the toolbox (p. 83)
• 5 Research and the teller of tales (p. 119)
• 6 Compelling content (p. 152)
• 7 Competitive analysis (p. 187)
• 8 Critical marketing (p. 214)
• 9 Spiritual dimensions (p. 250)
• 10 Ethical issues (p. 276)
• 11 Systems social marketing (p. 291)
• Case studies (p. 310)
• 1 A wicked problem and the SIMPle solution (p. 310)
• 2 Seas of energy: using a systems research approach for a wicked problem (p. 329)
• 3 Meals on Wheels: a community-led approach and stakeholder analysis
• 4 Reduce Your Juice: a digital social marketing programme for reducing residential electricity use (p. 346)
• 5 Innovative youth engagement: empowerment, co-production and health optimisation (tobacco-free generation 2034:the Fife Project) (p. 357)
• 6 The Porto Tap Water programme (p. 381)
• 7 Development of strategies to promote solid waste management in Bourj Hammoud, Lebanon (p. 390)
• 8 "I know what I'm doing": communicating a safety message to change the attitudes and behaviours of older men (p. 406)
• 9 Walk to School 2014 (p. 420)
• 10 Cycle Against Suicide: the creation of a community-based social marketing programme to promote mental health in Ireland (p. 432)
• 11 Moi(s) sans tabac: the first collective challenge for smoking cessation launched by Santée France (p. 444)
• 12 Food waste in higher education institutions: 'Smaller Eyes than Belly Movement' (p. 453)
• 13 Civil society monitoring of tobacco industry point-of-sale marketing in Colombia (p. 462)
• 14 Reducing the negative environmental impact of SMEs in Pakistan's leather and tanning industry (p. 468)
• 15 Changing population salt intake behaviour: lessons from the UK salt reduction strategy
• 16 The Act-Belong-Commit mental health promotion campaign (p. 482)
• 17 From concept to action: integration of systems thinking and social marketing for health disparities elimination (p. 492)
• 18 Fast fashion: a wicked problem for macro-social marketing (p. 502)
• 19 Whale sharks, Ningaloo Reef, Western Australia (p. 509)
• 20 Wheels, Skills and Thrills (p. 525)
• 21 An evaluation of Sea for Society using system indicators (p. 534)
• 22 The Taj Must Smile Sanjeev Vyas (p. 542)
• 23 Identification of behavioural change strategies to prevent cervical cancer among Malay women in Malaysia (p. 555)
• 24 Making India open-defecation-free: lessons from the Swachh Bharat Mission - Gramin process evaluation (p. 567)
• Index (p. 580)

Author notes provided by Syndetics

Gerard Hastings is Professor of Social Marketing at Stirling University, UK, the Open University, UK, and L cole des Hautes Etudes en Sant 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.