Social Marketing

Behavior Change for Social Good

Nancy R. Lee, Philip Kotler

• Publisher: SAGE Publications, Inc
• Year: 2019
• Edition: 6
• eBook ISBN:
  9781544351506
• Topic: Business
• Subtopic: Marketing
• Index: Business

Successful social marketing holds the power to change the world. For almost two decades, Social Marketing: Behavior Change for Social Good has been the definitive guide for designing and implementing memorable social marketing campaigns. Bestselling authors Nancy R. Lee and Philip Kotler present a proven 10 Step Strategic Social Marketing Planning Model and guides students and practitioners through each stage of the process. The new Sixth Edition is packed with more than 25 new cases and dozens of new examples related to today?s most pressing social problems including the opioid epidemic, climate change, youth suicide, and more. The new edition also includes significantly expanded coverage of social media. Whether your students are on a mission to improve public health, protect the environment, or galvanize their community, they will find Social Marketing an invaluable resource.

Table of contents

• SOCIAL MARKETING - FRONT COVER
• SOCIAL MARKETING
• COPYRIGHT
• BRIEF CONTENTS
• DETAILED CONTENTS
• FOREWORD
• ACKNOWLEDGMENTS
• ABOUT THE AUTHORS
• PART I - UNDERSTANDING SOCIAL MARKETING
• CHAPTER 1 - DEFINING AND DISTINGUISHING SOCIAL MARKETING
• CHAPTER 2 - 10-STEP STRATEGIC PLANNING MODEL
• CHAPTER 3 - RESEARCH OPTIONS
• CHAPTER 4 - BEHAVIOR CHANGE THEORIES, MODELS, AND FRAMEWORKS
• PART II - DETERMINING PLAN PURPOSE, FOCUS, AUDIENCE, BEHAVIORS, INSIGHTS
• CHAPTER 5 - STEPS 1 & 2: SOCIAL ISSUE, PURPOSE, FOCUS, SITUATION ANALYSIS
• CHAPTER 6 - STEP 3: SELECTING PRIORITY AUDIENCES
• CHAPTER 7 - STEP 4: BEHAVIOR OBJECTIVES AND TARGET GOALS
• CHAPTER 8 - STEP 5: AUDIENCE INSIGHTS
• PART III - DEVELOPING MARKETING INTERVENTION STRATEGIES
• CHAPTER 9 - STEP 6: CRAFTING A DESIRED POSITIONING
• CHAPTER 10 - STEP 7: PRODUCT: CREATING A PRODUCT PLATFORM
• CHAPTER 11 - STEP 7: PRICE: DETERMINING INCENTIVES AND DISINCENTIVES
• CHAPTER 12 - STEP 7: PLACE: MAKING ACCESS CONVENIENT AND PLEASANT
• CHAPTER 13 - STEP 7: PROMOTION: DECIDING ON MESSAGES, MESSENGERS, AND CREATIVE STRATEGIES
• CHAPTER 14 - STEP 7: PROMOTION: SELECTING COMMUNICATION CHANNELS
• PART IV - MANAGING SOCIAL MARKETING PROGRAMS
• CHAPTER 15 - STEP 8: MONITORING AND EVALUATION
• CHAPTER 16 - STEP 9: BUDGET AND FUNDING PLANS
• CHAPTER 17 - STEP 10: IMPLEMENTATION AND SUSTAINING BEHAVIORS PLANS
• EPILOGUE
• APPENDIX A - SOCIAL MARKETING PLANNING WORKSHEETS
• APPENDIX B - SAMPLE SOCIAL MARKETING PLANS
• APPENDIX C - ADDITIONAL PLANNING MODELS
• APPENDIX D - SOCIAL MARKETING RESOURCES
• APPENDIX E - HISTORY ANNEX
• APPENDIX F - COURSES
• APPENDIX G - INTERNATIONAL SOCIAL MARKETING ASSOCIATION’S ACADEMIC COMPETENCIES
• REFERENCES
• INDEX