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Macro-Social Marketing Insights - Systems Thinking for Wicked Problems (Paperback)
Loot Price: R1,219
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Macro-Social Marketing Insights - Systems Thinking for Wicked Problems (Paperback)
Series: Routledge Interpretive Marketing Research
Expected to ship within 12 - 17 working days
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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.
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