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The Routledge Companion to Marketing and Society

Edited by: Krzysztof Kubacki , Lukas Parker , Christine Domegan , Linda Brennan

Print publication date:  August  2022
Online publication date:  August  2022

Print ISBN: 9780367463083
eBook ISBN: 9781003028079
Adobe ISBN:

10.4324/9781003028079
 Cite  Marc Record

Book 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.

Table of contents

Prelims Download PDF
Chapter  1:  The social impact of the relationship between marketing and society Download PDF
Chapter  2:  Systems thinking in marketing for social impact Download PDF
Chapter  3:  Value-based exchange in macromarketing perspective Download PDF
Chapter  4:  Digitization and consumer choice Download PDF
Chapter  5:  Quantified self Download PDF
Chapter  6:  Evaluation of the social impact of marketing Download PDF
Chapter  7:  Consumption and well-being Download PDF
Chapter  8:  Consumer activism and social movements Download PDF
Chapter  9:  Consumer privacy Download PDF
Chapter  10:  Gendered marketing and feminism Download PDF
Chapter  11:  A conceptual framework for managing excessive social media use Download PDF
Chapter  12:  Brands and branding Download PDF
Chapter  13:  Corporate social marketing Download PDF
Chapter  14:  Sustainability marketing and the environmental impact of marketing Download PDF
Chapter  15:  Credibility vs. transparency in green marketing Download PDF
Chapter  16:  Social enterprises and B2B relationships Download PDF
Chapter  17:  Communicating for social impact Download PDF
Chapter  18:  Social marketing Download PDF
Chapter  19:  The global campaign against tobacco Download PDF
Chapter  20:  Non-profit and charity marketing Download PDF
Chapter  21:  The Tempest Download PDF
Chapter  22:  The impact of political marketing on the well-being of society Download PDF
Chapter  23:  Marketing in a time of Covid-19 Download PDF
Chapter  24:  Marketing and climate emergency Download PDF
Chapter  25:  Interdisciplinary approaches to marketing for social impact Download PDF
Chapter  26:  Marketing to foster development in the Global South Download PDF
Chapter  27:  Marketing and the UN SDGs Download PDF
Chapter  28:  Marketing education for social impact Download PDF
Index Download PDF
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