Strategic Social Marketing

Table of Contents Part I Why? 1 The importance of social marketing for social policy 2 The nature of social marketing 3 Marketing social good Part II What? 4 The social marketing mix 5 Strategic social marketing 6 Creating value in social marketing Part III How? 7 Systems thinking and social marketing 8 Using theory in social marketing 9 Research approaches in social marketing 10 Research methods in social marketing 11 Social marketing and social programme design 12 Planning social marketing interventions 13 Embedding social marketing within social programmes 14 Critical social marketing