Overview

Macro-social marketing is an approach to solving wicked problems. Wicked problems include obesity, environmental degradation, smoking cessation, fast fashion, gambling, and drug and alcohol abuse. As such, wicked problems are those problems that are so complex and multifaceted, it is difficult to define the exact problem, its contributing factors, and paths to a solution. Increasingly, governments, NGOs, and community groups are seeking to solve these types of problems. In doing so, the issues with pursuing macro-level change are beginning to emerge. Issues stem from the interconnected nature of stakeholders involved with a wicked problem—where one change may create a negative ripple effect of both intended and unintended consequences. Macro-social marketing, then, provides a holistic and systemic approach to both studying and solving wicked problems. Within the chapters of this book, macro-social marketing approaches to analysing and defining wicked problems, to identifying stakeholders and potential ripple effects, and to implementing macro-level change are presented. In this emerging area of academia, the theories, models, and approaches outlined in this book are cutting edge and provide a critical approach from top researchers in the area. Both practical and theoretical aspects are presented as well as caveats on such societal and/or country-wide change. A must-have for social marketing academics and those interested in macro-level change at a practical or theoretical level.

Full Product Details

Author:   Ann-Marie Kennedy
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   0.385kg
ISBN:  

9780367785475

ISBN 10:   0367785471
Pages:   272
Publication Date:   31 March 2021
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

List of Figures List of Tables 1. Macro-Social Marketing Overview Ann-Marie Kennedy 2. Systems and Macro-social marketing: Researching Wicked Problems Ben Wooliscroft 3. Macro social marketing as a tool to increase the share of renewable energy in developing island nations Sommer Kapitan 4. Using the Socio-Ecological Model as an Holistic Approach to Behavioural Change Ekant Veer, Maja Golf-Papez, and Kseniia Zahrai 5. The power of ‘talk’: Frames and narratives in macro-social marketing Joya A. Kemper and Paul W. Ballantine 6. Macro-level Interventions in Systems of Wicked Consumption Davide C. Orazi, Matthias Koch, and Srishti Varma 7. Macro-Social Marketing and the Complexity of Value Co-Creation Christine Domegan and Patricia McHugh 8. Social Marketing’s contribution to macro social policy and economics, beyond up-stream, mid-stream and down-stream analysis. Jeff French 9. Co-Creating Social Change Using Human Centered Design Anne Hamby, Meghan Pierce, and Kim Daniloski 10. Collaborative Systems Thinking for Social Change Josephine Previte and Liam Pomfret 11. Ethical Dimensions of Social Marketing and Social Change Lynne Eagle, Stephan Dahl and David Low 12. Social Engineering and Social Marketing Natalia Szablewska and Krzysztof Kubacki 13. Warmth rationing as a macro-social problem: The application of the chrematistics framework Djavlonbek Kadirov List of Contributors Index

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Author Information

Ann-Marie Kennedy is a senior lecturer in marketing at the University of Canterbury. She specialises in macro-social marketing and sustainability.

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