Macro-Social Marketing Insights - Systems Thinking for Wicked Problems (Paperback)

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.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Series:	Routledge Interpretive Marketing Research
Release date:	March 2021
First published:	2020
Editors:	Ann-Marie Kennedy
Dimensions:	229 x 152mm (L x W)
Format:	Paperback
Pages:	272
ISBN-13:	978-0-367-78547-5
Categories:	Books > Business & Economics > Economics > General Books > Social sciences > Sociology, social studies > Social institutions > Work & labour Books > Business & Economics > Business & management > Sales & marketing > Advertising Books > Business & Economics > Business & management > Sales & marketing > Public relations
LSN:	0-367-78547-1
Barcode:	9780367785475

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