Publisher Description

The Routledge Companion to Marketing and Society focuses on marketing for social impact as the use of marketing strategies, tools and techniques to improve the well-being of society. As such it does not exclude the use of marketing to increase profit and shareholder value but rather prioritises the social impact of marketing, both positive and negative (even if largely unintended).This companion is a scholarly reference providing an overview of marketing for social impact in terms of its current and emergent themes, debates and developments, as well as reflections on the future of the field. Using marketing tools and techniques for social impact is commonly accepted as an effective commercial strategy (e.g. corporate social responsibility, cause-related marketing) and increasingly accepted as an approach to planned social transformation that can be used to influence positive social change in behaviours such as recycling, healthy eating, domestic violence and human trafficking.This reference volume serves as an authoritative and comprehensive statement on the state of contemporary scholarship focusing on the diverse subject of the social impact of marketing. It features 25 chapters written by international subject specialists within six themed sections, including consumer issues, marketing tools, commercial marketing and non-profit marketing. It will find a global audience of scholars and researchers within marketing and cognate fields, interested in using marketing tools and techniques to create social impact in areas such as public health, social and behaviour change communication, sociology and cultural studies.

Author Biography

Krzysztof Kubacki is a Professor of Marketing and Society at the University of Plymouth, UK. Most of his recent work focuses on the identification, trial, evaluation and critique of behaviour change programs, but Krzysztof is also interested in the intersecting roles of ethics, power and vulnerability in behaviour change and social marketing systems.Lukas Parker is an Associate Professor in the School of Media and Communication at RMIT University. He is a social marketing and advertising scholar whose research sits at the nexus of behaviour change, communicating health and digital advertising. Leading teams of researchers, his research addresses pressing social problems related to health and sustainability.Christine Domegan is a Senior Lecturer in Marketing, National University of Ireland, Galway, Adjunct Professor, Griffith Business School, Brisbane, Australia and Honorary Professor, Institute of Social Marketing (ISM), Stirling University, UK. Her work is deeply involved in understanding complex, interweaving social and provisioning systems that arise in the intersection of society and business for climate change and sustainability. Linda Brennan is a Professor at the School of Media and Communication at RMIT University. Her research interests are social and government marketing and especially the influence of communication and advertising on behaviour.

Table of Contents

The social impact of the relationship between marketing and society: an introductionKrzysztof Kubacki, Lukas Parker, Christine Domegan and Linda BrennanA. Marketing for social impact: an overview1. Systems thinking in marketing for social impactRoger Layton, Christine Domegan and Linda Brennan2. Value-based exchanges in macromarketing perspectiveMark Peterson3. Digitization and consumer choiceAlex Reppel4. Quantified self: from citizen science to commodified subjects Tanja Kamin and Andreja Vezovnik5. Evaluation of the social impact of marketingJoy Parkinson and Jay NaiduB. Marketing and consumer issues6. Consumption and well-beingAlexandra Ganglmair-Wooliscroft7. Consumer activism and social movementsJessica Vredenburg and Amanda Spry8. Consumer privacyEathar Abdul-Ghani9. Gendered marketing and feminismLauren Gurrieri, Hayden D. Cahill, Fiona Finn, Laura McVey and Sadaf Sagheer10. A conceptual framework for managing excessive social media useKseniia Zahrai, Ekant Veer, Paul W. Ballantine and Huibert Peter de VriesC. Commercial marketing11. Brands and branding: symbols of progress in societySamuelson Appau and Kofi Poku12. Corporate social marketingAlexander Campbell, Sameer Deshpande and Sharyn Rundle-Thiele13. Sustainability marketing and the environmental impact of marketingAnn-Marie Kennedy and Sommer Kapitan14. Credibility vs. transparency in green marketingSommer Kapitan15. Social enterprises and B2B relationships: towards a typologyNathalie Nørregaard Larsen, Martin Hannibal and Natasha EversD. Non-profit marketing16. Communicating for social impact: upstream and downstream considerationsP. Christopher Palmedo17. Social marketingW. Douglas Evans and Jeff French18. The global campaign against tobacco: a brief historyJackie Dickenson and Robert Crawford19. Non-profit and charity marketing: navigating amidst the growing markets for 'social conscience and pressure for purpose'Rita Kottasz, Ian MacQuillin and Roger Bennett20. The Tempest: marketing the arts for social impact in a pandemicRuth Rentschler, Bianca Araujo and Boram Lee21. The impact of political marketing on the well-being of societyJennifer Lees-Marshment, Edward Elder and Joyce ManyoE. The future of marketing for social impact22. Marketing in a time of Covid-19: how we got here and what to do nextGerard Hastings23. Marketing and climate emergency: it is profitable to let the world go to hellHamilton Coimbra Carvalho24. Interdisciplinary approaches to marketing for social impactPia Polsa, Lukas Parker and Linda Brennan25. Marketing to foster development in the Global SouthNathaly Aya Pastrana, Khai Trieu Tran and Irma Martam26. Marketing and the UN SGDsRowena K Merritt, Hajra Hafeez-ur-Rehman and Nitesh Patel27. Marketing education for social impactMichael Basil and Debra Z. Basil

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