Social Marketing: Influencing Behaviors for Good

by Nancy R. Lee, Philip Kotler

This is the definitive textbook for the planning and implementation of programs designed to bring about social change. The authors take key marketing principles and show readers how to apply them to campaigns and efforts to improve health, decrease injuries, protect the environment, build communities, and enhance financial well-being. Social marketing has grown in its sophistication and application to a wider array of social problems, and the Fourth Edition captures the momentum and excitement of this burgeoning field.

Genres: Business, Nonfiction

520 pages, Paperback

First published October 30, 1989

About the author

Nancy R. Lee, M.B.A., is President of Social Marketing Services, Inc., in Seattle, Washington, a teaching associate at the University of Washington where she teaches social marketing in the public health and public administration programs, and a strategic advisor for social marketing campaigns at C+C in Seattle, a communications firm. She also teaches, through the International Social Marketing Association, an online course Introduction to Social Marketing Certificate Course. She can be reached at nancyrlee@msn.com.

Reviews

[Haytham Badawey · Rating 3 out of 5]

Business marketing is not at all different than social marketing, in my humble opinion. This book is helpful because it gives you insight and experience about the past social marketing projects, but that's it.

[Adrienne · Rating 4 out of 5]

A great book for what it is--a how-to textbook. It is a lot to absorb.

[Aja · Rating 4 out of 5]

Very interesting and useful look at the use of marketing and business theories in "selling" health behaviors. Makes you realize how much public health has to learn.

[Sameer Deshpande · Rating 5 out of 5]

The most authoritative book on social marketing. Its strength lies in its social marketing planning process. Excellent case studies.