Strategic Social Marketing takes a systemic approach to explaining and illustrating the added value of applying marketing to solve social problems. The authors argue for the application of social marketing principals in a strategic, systemic, critical, and reflexive way to engender social good. This book adds new insights about how marketing can and is being used to enhance the effectiveness and efficiency of social programmes in areas such as Health, Environment, Governance and Public Policy. It does this through an international lens, placing Strategic Social Marketing analysis and application in a global context and illustrating how it can be applied, giving examples and case studies from around the world. Set into a clear structure it: * Takes you through an exploration of why marketing should be an integral component of all social programme design and delivery when looking to achieve social good * Moves on to the nature and application of Social Marketing, and revisits the meanings of traditional marketing concepts such as 'value' and 'exchange' in the social context * Lays out the 'how to' so you can create fully realised strategy, plans, frameworks and tactics to influence behaviours.