Macro-Social Marketing Insights: Systems Thinking for Wicked Problems

Name: Macro-Social Marketing Insights: Systems Thinking for Wicked Problems
Brand: Taylor & Francis
SKU: 9780367785475
Price: 3976.0 INR
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by Ann-Marie Kennedy

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ISBN13: 9780367785475
Binding: Paperback
Subject: N/A
Publisher: Taylor & Francis
Publisher Imprint: Routledge
Publication Date: March 31, 2021
Pages: 272
Original Price: GBP 46.99
Language: English
Edition: N/A
Item Weight: 385 grams
BISAC Subject(s): Marketing / Research, Consumer Behavior, and General

About The Book

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.

About The Author

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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