The Routledge Companion to Marketing and Society

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.

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.