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Social Marketing in India

Social Marketing in India

First Edition
  • Sameer Deshpande - Associate Professor, Social Marketing, Griffith University, Griffith Business School, Australia
  • Nancy R. Lee - University of Washington and Social Marketing Services, Inc., USA

December 2013 | 438 pages | SAGE Publications Pvt. Ltd
This book, an adaptation of Nancy R. Lee and Philip Kotler’s highly successful book Social Marketing: Influencing Behaviors for Good, 4th Edition, is structured around the ten-step marketing planning process that trains and encourages those in positions responsible for influencing public behaviors to undertake a systematic and comprehensive approach to behaviour change rather than jumping to the stage of producing just ads or distributing condoms. The book will convince readers when employing social marketing, it takes more than this. The book illustrates the planning process, importance of research, and related concepts through numerous examples that are of high quality and diverse contexts. It is one of the first books to bring together excellent social marketing thoughts related to the Indian situation at one place. Through these discussions, the book proposes new ways to address old problems related to public health, injury prevention, environment protection, community harmony, and financial well-being. In a nutshell, if you want to learn how to fix India’s problems, this book is for you.
Foreword Philip Kotler
Defining Social Marketing
10 Steps in the Strategic Marketing Planning Process
16 Tips for Success
Determining Research Needs and Options
Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis
Segmenting, Evaluating, and Selecting Target Audiences
Setting Behavior Objectives and Goals
Identifying Barriers, Benefits, the Competition, and Influential Others
Crafting a Desired Positioning
Product: Creating a Product Platform
Price: Determining Monetary and Nonmonetary Incentives and Disincentives
Place: Making Access Convenient and Pleasant
Promotion: Deciding on Messages, Messengers, and Creative Strategies
Promotion: Selecting Communication Channels
Developing a Plan for Monitoring and Evaluation
Establishing Budgets and Finding Funding
Creating an Implementation Plan and Sustaining Behavior
Appendix: Social Marketing Planning Worksheets
Name Index
Subject Index
“This text invites professionals working in government, nonprofit, corporate, and funding communities in India to take advantage of the well-accepted social marketing framework and improve success of their behavior change efforts. As India embarks on an exciting future, we cannot neglect the myriad social problems it faces. This book provides guidance to overcome those challenges. While the Indian text retains the foundational conceptual knowledge and a few relevant examples, it is substantially modified with the inclusion of numerous high-quality case studies, examples, and insights specific to the Indian context and sensibilities.”
Excerpt from the Foreword by Philip Kotler
S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University

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ISBN: 9788132113577