Study Social Marketing

Institute for Social Marketing and Health

The ISMH is concerned with the study and dissemination of social marketing theory and practice. The Institute’s activities involve using social marketing principles to develop and evaluate interventions for changing behaviour. ISMH is also concerned with the impact of public policy on health and social welfare and the effects of commercial marketing on health and behaviour. Current projects include exploring cancer awareness; tobacco cessation and control; drug prevention and education; and the impact of alcohol marketing on youth drinking.

The UK and Scottish Government recently introduced several pieces of legislation to make tobacco products less attractive and accessible. Research by the Institute for Social-Marketing and Health provided the empirical evidence for this legislation, showing that shop advertisements are a sophisticated marketing tool tobacco companies use to influence consumer behaviour and that it has a clear effect on both adult and youth smoking.

More information

If you would like to study social marketing, we can recommend:

Textbooks on social marketing:

  • Hastings G and Domegan C (2014). Social Marketing: From Tunes to Symphonies. 2nd Edition. Oxon: Routledge. 
  • Hastings G (2012). The Marketing Matrix: How the Corporation Gets Its Power – And How We Can Reclaim It. Routledge.
  • Hastings G, Angus K and Bryant C (eds) (2011). The SAGE Handbook of Social Marketing. London: SAGE Publications Ltd.
  • Stead M and Gordon R (2010).  Providing evidence for social marketing’s effectiveness.  Chapter 6 in French J et al (eds), Social Marketing and Public Health. Oxford University Press.  
  • Hastings G (2007). Social Marketing: Why Should the Devil Have all the Best Tunes? Oxford: Butterworth-Heinemann.