Introduction

This introduction presents an overview of the key concepts discussed in the subsequent chapters of the book. This book provides a broad array of case studies and theoretical chapters discussing stakeholder involvement in social marketing programme development, delivery, and evaluation, broadening the current discussions on relational thinking in the field and their implications for the practice of social marketing. In social marketing contexts such as social welfare, health care, or alcohol and drug education, the primary motive for stakeholder involvement is not commercial profit. Social marketers are faced with resource constraints, and there is no algorithm for assigning priority as well as establishing and maintaining trust among interested parties. Stakeholder involvement in social marketing takes time and effort, and project timeframes and funding reduce the potential to realise gains in the longer term. Contemporary approaches to stakeholder involvement recognise these challenges and remain agile and committed to questioning assumptions.