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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 to 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.
Ann-Marie Kennedy is a senior lecturer in marketing at the University of Canterbury. She specialises in macro-social marketing and sustainability.
List of FiguresList of Tables1. Macro-Social Marketing OverviewAnn-Marie Kennedy2. Systems and Macro-social marketing: Researching Wicked ProblemsBen Wooliscroft3. Macro social marketing as a tool to increase the share of renewable energy in developing island nationsSommer Kapitan4. Using the Socio-Ecological Model as an Holistic Approach to Behavioural ChangeEkant Veer, Maja Golf-Papez, and Kseniia Zahrai5. The power of ‘talk’: Frames and narratives in macro-social marketingJoya A. Kemper and Paul W. Ballantine6. Macro-level Interventions in Systems of Wicked Consumption Davide C. Orazi, Matthias Koch, and Srishti Varma7. Macro-Social Marketing and the Complexity of Value Co-CreationChristine Domegan and Patricia McHugh8. Social Marketing’s contribution to macro social policy and economics, beyond up-stream, mid-stream and down-stream analysis.Jeff French9. Co-Creating Social Change Using Human Centered DesignAnne Hamby, Meghan Pierce, and Kim Daniloski10. Collaborative Systems Thinking for Social ChangeJosephine Previte and Liam Pomfret11. Ethical Dimensions of Social Marketing and Social Change Lynne Eagle, Stephan Dahl and David Low 12. Social Engineering and Social MarketingNatalia Szablewska and Krzysztof Kubacki13. Warmth rationing as a macro-social problem: The application of the chrematistics framework Djavlonbek KadirovList of ContributorsIndex
