Social Marketing: Influencing Behaviors for Good

by Philip Kotler, Nancy R. Lee

A systematic guide for the planning and implementation of programs designed to bring about social change Social Marketing, Third Edition , is a valuable resource that uses concepts from commercial marketing to influence social action. It provides a solid foundation of fundamental marketing principles and techniques then expands on them to illustrate principles and techniques specific to practitioners and agencies with missions to enhance public health, prevent injuries, protect the environment, and motivate community involvement. New to the Third Edition Intended Audience: Recognized as the definitive textbook on Social Marketing for students majoring in public health, public administration, public affairs, environmental studies, and business, this book also serves as an ongoing reference and resource for practitioners.

Contributors Alan Andreasen Georgetown University, Foreword Carol Bryant University of South Florida, “VERBÔ Summer Scorecard” Carol Cone Cone LLC, “Go Red for Women” Robert Denniston Office of National Drug Control Policy, “Above the Influence: A National Youth Anti-Drug Media Campaign” Rob Donovan Curtin University, Western Australia, “Freedom From Fear: Targeting Male Perpetrators of Intimate Partner Violence” Sue Eastgard Youth Suicide Prevention Center, “Youth Suicide Prevention” Jeff French National Social Marketing Centre, “Marketing Social Marketing in England” Gerard Hastings Institute for Social Marketing, University of Stirling, UK, “A Fat Chance Pays Off” Steven Honeyman Population Services International, “Social Franchising of Family Planning Service Delivery: A Rising Sun in Nepal.” Francois Lagarde Social Marketing Consultant, “E-Health Network in Canton Switzerland” Jim Lindenberger University of South Florida, “USDA Food Stamp Media Campaign” Lynne D. Lotenberg Social Marketing Consultant, “Using Storytelling to Deliver Health Messages in Rwanda” Doug McKenzie-Mohr Environmental Psychologist, “Turn It Off: Canada’s Anti-Idling Campaign” Patricia McLaughlin American Legacy Foundation, "truth® Campaign"

Jim Mintz Centre of Excellence for Public Sector Marketing, “Is Your Family Prepared?”, Public Safety Canada Gregory R. Nibl ett AED, “Jordan Water Efficiency Program” Bill Novelli AARP, “Don’t Vote: Until You Know Where theCandidate Stands” Michael Rothschild University of Wisconsin, “Road Crew: Reducing Alcohol Impaired Driving” Beverly Schwartz Ashoka, “USDA Food Stamp Media Campaign” William A. Smith AED, “Save the crabs. Then eat ‘em.” Shelly Spoeth Centers for Disease Control and Prevention, “African-American Women HIV Testing Campaign” K. Vijaya Health Promotion Board, Singapore, “Recognition & Rewards Program for Healthier Eating Establishments” Pete Webb Pacific Consulting Group, “Improving Service Delivery at the IRS.”

Genres: Business, Nonfiction

456 pages, Paperback

First published October 30, 1989

About the author

Professor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. His other textbooks include Principles of Marketing and management: An Introduction and they are also widely used around the world.
Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.
Kotler has worked for many large companies in the areas of marketing strategy, planning and organization, and international marketing.
He presents seminars in major international cities and countries around the world on the latest marketing developments to companies and other organizations.
"He is the father of Marketing Management".
(Wikipedia)

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.