Strategic Social Marketing

Part I: Why?
1. The importance of social marketing for social policy
Case study: EPODE (International)
2. The nature of social marketing
Case study: The truth® campaign (USA)
3. Marketing social good
Case study: The Social Marketing Company (Bangladesh)

Part II: What?
4. The social marketing mix
Case study: Applying social marketing to youth engagement programmes to achieve policy change
5. Strategic social marketing
Case study: Social marketing and the health policy development process in the United States
6. Creating value in social marketing
Case study: BreastScreen Queensland (Australia)

Part III: How?
7. Systems thinking and social marketing
Case study: The smoke-free Scotland social marketing assemblage
8. Using theory in social marketing
Case study: Change4Life (UK)
9. Research approaches in social marketing
Case study: Energy efficiency in me third age and the issue of research ethics
10. Research methods in social marketing
Case study: Learning from Bourdieu (UK)
11. Social marketing and social programme design
Case studies: The California Project LEAN (USA); The Kiama Health Plan (Australia)
12. Planning social marketing interventions
Case study: Dying Matters (UK)
13. Embedding social marketing within social programmes
Case studies: Developing a national strategy for social marketing in England
The Water campaign/​Rotterdam
14. Critical social marketing
Case study: Corporate forces respond to the social marketing competition (UK)