Social Marketing: Influencing Behaviors for Good

by Nancy R. Lee, Philip Kotler

The Fifth edition of Social Marketing will be positioned as a core textbook for advanced undergraduate and graduate courses in social marketing, consumer behavior, health communication, social change, and public communication. The book examines how social marketing can be used as a strategy for changing behavior. It highlights successful social change campaigns that have been launched by governments, by a combination of governments and citizens, and by citizens themselves. Its theme is that knowledge, techniques, and technologies now exist to organize and implement effective social change programs in virtually every area of social concern, both locally and nationally.

Genres: Business, Nonfiction

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.