Absolute Essentials of Social Marketing
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- ISBN 9781041193050
- Dimensions: 138 x 216mm
- Publication Date: 14 Jul 2026
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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Absolute Essentials of Social Marketing provides a comprehensive yet accessible guide to Social Marketing theory and practice, offering systematic approaches to influence behaviour for personal and social good through marketing principles and behavioural science.
Readers will gain practical knowledge of how to develop, implement, and evaluate effective social change programs through this concise guide. It delivers these benefits through a structured seven-chapter approach covering essential concepts, behavioural strategies, planning methodologies, evaluation techniques, and organizational integration, with practical tools and real-world case studies from diverse global settings.
This book serves both students studying various courses with modules on influencing behaviour for social good and professionals in government agencies, NGOs, and for-profit organizations interested in creating social value.
The book is supported by case studies, the STELa toolkit with over thirty planning tools, links to key readings, and connections to training provided by the International Social Marketing Association.
Jeff French is a global thought leader in Social Marketing, health communication, behavioural influence and citizen focused programme planning and evaluation. Jeff has published over 100 academic papers and written five books plus numerous guides and tool kits on these subjects including the European Centre for Disease Control technical guidance on social marketing. Jeff is a visiting professor at Brighton University UK and Doshisha University Japan. Jeff also teaches at a number of other universities on a regular basis. Jeff works with Governments, NGOs and some of the world’s biggest private companies and international organisations including the WHO, the UN. Jeff is the past president of the International Social Marketing Association of which he was a founding member.
