Strategic Social Marketing is a textbook that presents social marketing principles in a strategic and critical way. This work offers an international perspective and focuses on applying marketing within social programs to effectively address societal problems.
In this second edition, important updates have been incorporated, including:
- A new chapter on evaluation.
- Updated insights from recent research and theories.
- Revised case studies and vignettes that clarify the theory.
The book emphasizes the importance of social marketing as an integral part of the design and implementation of social interventions. In addition, the traditional meaning of concepts such as 'value' and 'exchange' in a social context is reconsidered. Practical sections help students develop strategies, plans, frameworks, and tactics to promote behavior change.