Bookshelf

Book Review: Strategic Social Marketing

January 6, 2016 1047

Strategic Social Marketing Book Cover

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)

Ann-Marie Kennedy of Auckland University of Technology recently took the time to review Jeff French and Ross Gordon’s book in the Journal of Macromarketing. Here is an excerpt from her review:

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 JMMK_new C1 template.inddmarketing 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.

You can read the full review from Journal of Macromarketing by clicking here. Like what you read? Click here to sign up for e-alerts for the latest research and articles published by the Journal of Macromarketing.

Business and Management INK puts the spotlight on research published in our more than 100 management and business journals. We feature an inside view of the research that’s being published in top-tier SAGE journals by the authors themselves.

View all posts by Business & Management INK

Related Articles

Boards and Internationalization Speed
Business and Management INK
November 18, 2024

Boards and Internationalization Speed

Read Now
How Managers Can Enhance Trust
Business and Management INK
November 11, 2024

How Managers Can Enhance Trust

Read Now
Doing the Math on Equal Pay
Insights
November 8, 2024

Doing the Math on Equal Pay

Read Now
Ninth Edition of ‘The Evidence’: Tackling the Gender Pay Gap 
Communication
October 31, 2024

Ninth Edition of ‘The Evidence’: Tackling the Gender Pay Gap 

Read Now
The Role of Place in Sustainability

The Role of Place in Sustainability

In this article, co-authors Arno Kourula, Panikos Georgallis, Irene Henriques, and Johanna Mair reflect on the inspiration behind their research article, “Introduction to the Special Issue […]

Read Now
Turning to Glitter in Management Studies – Why We Should Take ‘Unserious’ Glitter Serious to Understand New Management Practices

Turning to Glitter in Management Studies – Why We Should Take ‘Unserious’ Glitter Serious to Understand New Management Practices

In this article, author Jette Sandager reflects on the inspiration behind her research article, “The sensuous governmentality of glitter: Educating managing women scientists […]

Read Now
Diving Into OSTP’s ‘Blueprint’ for Using Social and Behavioral Science in Policy

Diving Into OSTP’s ‘Blueprint’ for Using Social and Behavioral Science in Policy

Just in time for this past summer’s reading list, in May 2024 the White House Office of Science and Technology Policy (technically, […]

Read Now
2.3 3 votes
Article Rating
Subscribe
Notify of
guest

This site uses Akismet to reduce spam. Learn how your comment data is processed.

0 Comments
Newest
Oldest Most Voted
Inline Feedbacks
View all comments