The Routledge Companion to Marketing and Society

The Routledge Companion to Marketing and Society emphasizes the use of marketing for social impact, prioritizing positive and negative social outcomes. It provides an overview of current and emerging themes, debates, and developments in the field, and reflects on the future of marketing for social change. The companion features 25 chapters written by international subject specialists across six themed sections, covering consumer issues, marketing tools, commercial marketing, and non-profit marketing. It is a valuable resource for scholars and researchers interested in using marketing to create social impact in areas such as public health, social and behavior change communication, sociology, and cultural studies.

Format: Hardback
Length: 432 pages
Publication date: 25 August 2022
Publisher: Taylor & Francis Ltd

The Routledge Companion to Marketing and Society delves into the realm of marketing for social impact, emphasizing the utilization of marketing strategies, tools, and techniques to enhance the well-being of society. While it acknowledges the potential of marketing to drive profit and shareholder value, it prioritizes the social impact of marketing, encompassing both positive and negative outcomes, even if unintended. This comprehensive companion serves as a scholarly reference, offering an overview of marketing for social impact in terms of its current and emerging themes, debates, and developments. It also reflects on the future of this field.

The concept of using marketing for social impact is widely recognized as an effective commercial strategy, exemplified by practices such as corporate social responsibility and cause-related marketing. Moreover, it is increasingly regarded as a means of planned social transformation, capable of influencing positive social change in behaviors such as recycling, healthy eating, domestic violence, and human trafficking.

This reference volume stands as an authoritative and comprehensive statement on the state of contemporary scholarship focused on the diverse subject of the social impact of marketing. Comprising 25 chapters authored by international subject specialists across six themed sections, including consumer issues, marketing tools, commercial marketing, and non-profit marketing, it caters to a global audience of scholars and researchers within marketing and related fields. Those interested in leveraging marketing tools and techniques to create social impact in areas such as public health, social and behavior change communication, sociology, and cultural studies will find this resource invaluable.

Weight: 1000g
Dimension: 246 x 174 (mm)
ISBN-13: 9780367463083