Jeff French and Ross Gordon, Strategic Social Marketing. London: SAGE Publications, Ltd. 2015. 448 pp. $155.00 (hardcover), $59.00 (paper-back), $37.60 (Kindle edition)
ISBN 978-1-44624-861-1 (hardcover), ISBN 978-1-44624-862-1 (paperback)
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 principles 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.
Throughout the authors develop the reader’s understanding of social marketing from traditional concepts to the latest discussions and conceptualizations among academics. This should not be surprising given the authors’ contributions to recent developments in social marketing thought within and beyond the Journal of Social Marketing. Not shying away from both sides of the story, they also present criticism, contradictions, and critiques, blending theory to aid readers in reaching their own conclusions. With thoughtful insights and enlightened citations, this is a must read for anyone in the area.
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