Publisher's Synopsis
The papers assembled in this ebook challenge the extant thinking on the disparate 'streams' of thought in social marketing, which take-up either an upstream or downstream approach to social change. The papers showcase conceptual thinking and new ideas about social change programs based on empirical evidence, which can move social marketing theorisation, research and program evaluations of wicked problems beyond taken-for granted assumptions and theoretical orthodoxies. The broader project of this special issue is to strengthen discussion of broadening perspectives on social marketing theory and practice, as initiated by other social marketing scholars. At the same time it also brings these broadening perspectives together to demonstrate how they can relate and co-exist in an agenda for social change.
