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Strategic Social Marketing

Strategic Social Marketing

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

May 2015 | 448 pages | SAGE Publications Ltd

This book is not available as a print inspection copy. To download an e-version click here or for more information contact your local sales representative.

'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.

Visit the Strategic Social Marketing Website - Featuring free resources for marketing students and lecturers.

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


Click for online resources

Strategic Social Marketing
by Jeff French and Ross Gordon is accompanied by a free companion website.  This website gives you access to a wealth of teaching and learning resources.

For students
A range of useful documents to help you become more strategic social marketers including:

  • Evaluation guides
  • Checklist
  • 30 things we know about how to influence behaviour
  • SAGE Marketing Pinterest boards, featuring useful templates, up to date news, and more.

For lecturers

  • PowerPoint slides featuring key concepts and figure and tables from the book which can be downloaded and used in presentations
  • Images from the books images idea for inserting into your own lecture slides.

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

The fields of behaviour change are at a crossroads. Do we continue to work in silos or do we start to work together? Social marketing is also at a crossroads: do we stick to the old paradigms or do we embrace new ways of thinking? As someone who is sometimes frustrated by the conservatism that can dominate social marketing thinking, I found this book refreshing. In my opinion 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

It forces us all, social marketers, to think broad (in terms of systems), to think big and deep, to be ambitious and systematic. Here are some adjectives that I associate with your book: Insightful, visionary, provocative, relevant, useful, unique, different (added-value).  The book puts words and further structure to my own evolution as a practitioner and trainer… I really think your book is a major milestone in the evolution of social marketing.

François Lagarde
Vice-président, Communications, Fondation Lucie et André Chagnon

Strategic Social Marketing by Jeff French and Ross Gordon provides a well-rounded view of social marketing that will broaden each reader’s understanding of the concept. In a refreshing take on social marketing, they focus on strategic social marketing, which is defined as: ‘‘The systemic, critical and reflexive application of social marketing principals to enhance social policy selection, objective setting, planning and operational delivery’’ (p. 45). Taking a more macro view, this is different from other books on social marketing that focus on individual level behavior change almost exclusively.

Overall, this book is a phenomenal depository of postmodern thinking on social marketing. It has a refreshing viewpoint on social marketing and is sure to become the core reader for those interested in the broader macro-level issues with social marketing.

Ann-Marie Kennedy, Auckland University of Technology, New Zealand
Journal of Macromarketing

Strategic Social Marketing is a great read. It offers social marketing principles in a strategicas well a critical way to help engender social good in a wide range of sectors, including health, environment, and government. The book should appeal to all readers —the practitioner, who might be looking for the right tools in his or her profession; the casual reader looking for insights to solutions for addressing evolving behavior change; and most importantly, the student seeking to gain the most up-to-date knowledge of the field in the twenty-first century. None of them will be disappointed.

Abhijit Roy, Professor of Marketing, University of Scranton
Journal of International Consumer Marketing

This book, if I paraphrase Brecht, is a useful weapon for anyone who wants to create and to make social changes. It is not just another book about social marketing, offering formulas and recipes for how to design programs and interventions that will persuade people to eat more fruit and vegetables, recycle well, and do not drink and drive…The book leads us through different phases of social-market thinking about social problems and finding their solutions, through the structure of WHY social marketing, WHAT is social marketing and HOW to act in accordance with social-marketing principles.

Marko Ribac
Druzboslovne Razprave Journal

Older, topic is a bit too specific, no color and few good pictures and graphs, found a LOT of common sense but not many new ideas or useful info.

Dr Peter A. Kerr
School of Business & Leadership, Colorado Christian University-Lakewood
November 13, 2019

I requested this for one module, but it's too complex for that Level 4 module focus. However, for students undertaking projects at Level 5, some with a charitable focus, this would be a useful book to have in the library.

Dr Bex Lewis
MMU Business School, Manchester Metropolitan University
April 20, 2016

Well written, new approaches and easy to read.

Ms Emilia Mantadakis
Department of Political Science, Maastricht University
December 10, 2015

This is a very good book offering a wealth of information for those interested in the social aims side of marketing. Gone are the days when marketing was seen as the preserve of commercial/profit making activities. Any well rounded marketer should be aware of this important area of study which offers huge potential benefits for our communities. I thoroughly recommend it for all studies/responsibilities that may benefit from this important area of study including marketing students, business/management studies as well as those with a specific interest in improving our communities (local or global) such as those working with public bodies, NGOs and the like.

Dr Chahid Fourali
London Metropolitan Business School, London Metropolitan Uni (City Campus)
September 11, 2015

For instructors