Macro-Social Marketing Insights: Systems Thinking for Wicked Problems

1st Edition

Ann-Marie Kennedy

August 7, 2019 Forthcoming
Reference - 240 Pages
ISBN 9781138322080 - CAT# K391910
Series: Routledge Interpretive Marketing Research


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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 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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