Social Marketing - International Student Edition
Behavior Change for Social Good

Sixth Edition

Nancy R. Lee - University of Washington and Social Marketing Services, Inc., USA
Philip Kotler - Northwestern University, USA

Other Titles in:
Marketing (General) | Public Sector and Non-Profit Marketing | Social Marketing

February 2019 | 634 pages | SAGE Publications, Inc

Description
Contents

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.

1. Defining and Distinguishing Social Marketing

Marketing Highlight: Reducing Deaths from Drug Overdoses

What is Social Marketing?

Where Did the Concept Originate?

How Does it Differ from Commercial Marketing?

How Does it Differ from Other Disciplines?

What Is Its Value Proposition?

Who Does Social Marketing?

What Social Issues Can Benefit?

Other Ways to Impact Social Issues

Social Marketing Upstream and Midstream

Chapter Summary

2. 10 Step Strategic Planning Model

Marketing Highlight: WaterSense—An EPA Partnership Program

Marketing Planning: Process and Influences

A 10 Step Plan

Why is Systematic Planning Important?

What Are Similar Planning Models?

Where Does Research Fit In?

Chapter Summary

Marketing Dialogue: The 4Ps: Aren’t There More?

3. Research Options

Marketing Highlight: Increasing Utilization of Sexual and Reproductive Services among Young Girls in Uganda

Major Research Terminology

Steps in Developing a Research Plan

Research “That Won’t Break the Bank”

Chapter Summary

4. Behavior Change Theories, Models, Frameworks

Marketing Highlight: Increasing Behavior Change Rates Using Triggers

Informing Audience Segmentation and Selection

Informing Behavior Selection and Goals

Deepening Understanding of Audience Barriers, Benefits, Motivators, Competition, Influential Others

Inspiring Development of Marketing Intervention Mix Strategies

Themes from All

Chapter Summary

Research Highlight: Reducing Obesity in Indonesia

5. Steps 1 & 2 Social Issue, Purpose, Focus, Situation Analysis

Marketing Highlight: Reducing Global Communicable Disease: Zika in Puerto Rico

Step 1: Describe Social Issue, Background, Purpose, Focus

Step 2: Conduct Situation Analysis, Review Prior Efforts

Exploratory Research in Steps 1 and 2

Ethical Considerations When Choosing Focus

Chapter Summary

Research Highlight: Increasing Healthy Food Choices in Military Dining Halls Observation Research

6. Step 3: Selecting Priority Audiences

Marketing Highlight: Influencing Local TV Weathercasters

Step 3: Select Priority Audiences

Steps in Selecting Priority Audiences

Variables Used to Segment Markets

Criteria for Evaluating Segments

How Priority Audiences are Selected

What Approaches Should Be Chosen?

Ethical Considerations Selecting Priority Audiences

Chapter Summary

Research Highlight: Decreasing Underage Drinking: Mystery Shoppers to Evaluate Interventions

7. Behavior Objectives and Target Goals

Marketing Highlight: Decreasing “Boating Under the Influence (BUIs)”

Step 4: Set Behavior Objectives and Goals

Behavior Objectives

Knowledge and Belief Objectives

Target Goals

Objectives and Goals are Drafts

Objectives and Goals Used for Campaign Evaluation

Ethical Considerations Setting Objectives and Goals

Chapter Summary

8. Step 5: Audience Insights

Marketing Highlight: Reducing Food Waste in Australia

Step 5: Identify Audience Insights

What You Need to Know about Priority Audience

How to Learn More about Priority Audience

How Insights Help Develop Strategy

Potential Revisions

Ethical Considerations When Researching Priority Audience

Chapter Summary

Research Highlight: Reducing Cardiac Death Risks among Firefighters

9. Crafting a Desired Positioning

Marketing Highlight: Increasing Engagement of Fathers

Positioning Defined

Step 6: Develop Positioning Statement

Behavior-Focused Positioning

Barriers-Focused Positioning

Benefits-Focused Positioning

Competition-Focused Positioning

Repositioning

How Positioning Relates to Branding

Ethical Considerations Developing Positioning Statement

Chapter Summary

Research Highlight: Addressing the Opioid Crisis

10. Product: Creating a Product Platform

Marketing Highlight: Increasing Pet Adoption

Product: The First “P”

Step 7: Develop Product Platform

Design Thinking

Branding

Ethical Considerations for Product Platform

Chapter Summary

Research Highlight: Reducing Anemia in Cambodia

11. Price: Determining Incentives and Disincentives

Marketing Highlight: Decreasing Dog Attacks in Australia

Price: The Second “P”

Step 7: Determine Incentives and Disincentives

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Behavior Change for Social Good

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