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Social Marketing - International Student Edition

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

February 2019 | 634 pages | SAGE Publications, Inc
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


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


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

More on Commitments and Pledges

Setting Prices: Tangible Goods and Services

Ethical Considerations for Pricing Strategies

Chapter Summary

Research Highlight: Increasing the Habit of Handwashing in India

12. Place: Making Access Convenient and Pleasant
Marketing Highlight: Four Innovative Uses of Place Tool

Place: The Third “P”

Step 7: Develop Place Strategy

Social Franchising

Ethical Considerations When Selecting Distribution Channels

Chapter Summary

Research Highlight: Reducing Opioid Overdose Deaths

13. Promotion: Deciding on Messages, Messengers, and Creative Strategies
Marketing Highlight: Increasing Gun Control Legislation

Promotion: The Fourth “P”

Step 7: Develop Promotion Strategy

A Word about Creative Briefs

Message Strategy

Messenger Strategy

Creative Strategy


Ethical Considerations: Messages, Messengers, Creative Strategies

Chapter Summary

Research Highlight: Testing HPV-Related Messages with Pediatricians

14. Promotion: Selecting Communication Channels
Marketing Highlight: Preventable Injuries in Canada

Promotion: Selecting Communication Channels

Traditional Communication Channels

The New Communication Channels

Product Integration

Factors Guiding Communication Channel Decisions

Ethical Considerations When Selecting Communication Channels

Chapter Summary

Research Highlight: Using Social Media to Decrease Adolescent Substance Abuse

15. Monitoring and Evaluation
Marketing Highlight: Truth Initiative

Step 8: Develop a Plan for Evaluation

Why Are You Conducting this Measurement?

What Will You Measure?

How Will You Measure?

When Will You Measure?

How Much Will It Cost?

Ethical Considerations in Evaluation Planning

Chapter Summary

Research Highlight: InMotion: Every Trip Counts

16. Budget and Funding Plans
Marketing Highlight: Increasing Funding through Corporate Social Marketing

Step 9: Budgets and Funding Sources

Determining Budgets

Justifying the Budget

Finding Sources for Additional Funding

Appealing to Funders

Revising Your Plan

Ethical Considerations when Establishing Funding

Chapter Summary

Research Highlight: Informing Budget and Funding with Literature Review

17. Implementation and Sustaining Behaviors Plans
Marketing Highlight: How Can Social Marketing Reduce Homelessness?

Step 10: Complete an Implementation Plan



Anticipating Forces against Change

Sharing and Selling Your Plan

Ethical Considerations Implementing Plans

Chapter Summary

Research Highlight: Increasing High School Graduation Rates from 55% to 86%


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ISBN: 9781544371863