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Strategic Social Marketing

Strategic Social Marketing
For Behaviour and Social Change

Second Edition
  • Jeff French - Strategic Social Marketing Ltd, UK
  • Ross Gordon - Queensland University of Technology (QUT), Australia
Additional resources:

December 2019 | 576 pages | SAGE Publications Ltd

Adopting an international approach and offering a broader and contemporary perspective, this second edition of Strategic Social Marketing presents social marketing principles in a strategic, critical and reflexive way, illustrating the value of applying marketing to solve social problems, including:


  • New ideas introducing core values and ways of thinking about behaviour and social change
  • Integration of the latest concepts, research, and frameworks informing behaviour and social change efforts
  • New vignettes and short case studies from leading thinkers in the field to illustrate concepts and ideas throughout the text

The authors explore the reasons why social marketing should be an integral component of all social programme design and delivery when looking to achieve social good. They comprehensively explain the nature and application of social marketing; reconceptualising ‘value’, ‘systems thinking’, ‘the social marketing intervention mix’, and ‘critical social marketing’, in the social context. They then lay out strategy, plans, frameworks and tactics that policymakers, practitioners, students and indeed any social change agents can use to effect change for social good.

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

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
Professor of Marketing, Bristol Business School, University of the West of England, UK
Key features

• Broad approach to the subject, integrating marketing with wider social behavioural sciences and covering the key taught areas.

• A truly international approach drawing on research and examples in a global context.     

• Written by two acknowledged authorities on Social Marketing with good connection both in academia and in the professional world.    

• Differs from the competitors by offering a broader context to social marketing as well as the practicalities of delivering successful campaigns.   

  • The nature and application of social marketing, rethinking traditional concepts such as  ‘value’ and ‘exchange’ in the social context

Research Methods chapter + thorough updates

Online resources with materials on DOING social marketing so students can create fully realised strategy, plans, frameworks and tactics to influence behaviours.



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