Macro-social marketing insights: systems thinking for wicked problems

Table of Contents:

Chapter 1: Macro-Social Marketing Overview
Chapter 2: Systems and Macro-social marketing: Researching Wicked Problems
Chapter 3: Macro social marketing as a tool to increase the share of renewable energy in developing island nations
Chapter 4: Using the Socio-Ecological Model as an Holistic Approach to Behavioural Change
Chapter 5: The power of ‘talk’: Frames and narratives in macro-social marketing
Chapter 6: Macro-level Interventions in Systems of Wicked Consumption
Chapter 7: Macro-Social Marketing and the Complexity of Value Co-Creation
Chapter 8: Social Marketing’s contribution to macro social policy and economics, beyond up-stream, mid-stream and down-stream analysis.
Chapter 9: Co-Creating Social Change Using Human Centered Design
Chapter 10: Collaborative Systems Thinking for Social Change
Chapter 11: Ethical Dimensions of Social Marketing and Social Change
Chapter 12: Social Engineering and Social Marketing
Chapter 13: Warmth rationing as a macro-social problem: The application of the chrematistics framework

This book is an approach to solving wicked problems. Wicked problems include obesity, environmental degradation, smoking cessation, fast fashion, gambling, and drug and alcohol abuse. 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. This book provides a holistic and systemic approach to both studying and solving wicked problems. Within the chapters of this book, macro-social marketing approaches to analyzing and defining wicked problems, 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.