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Social Marketing

Social Marketing
Behavior Change for Social Good

Sixth Edition
  • Nancy R. Lee - University of Washington and Social Marketing Services, Inc., USA
  • Philip Kotler - Northwestern University, USA
Additional resources:

February 2019 | 624 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. 
About the Authors
CHAPTER 1. Defining and Distinguishing Social Marketing
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  
CHAPTER 2. 10-Step Strategic Planning Model
Marketing Planning: Process and Influences  
A 10-Step Planning Model  
Why Is Systematic Planning Important?  
What Are Similar Planning Models?  
Where Does Research Fit In?  
Chapter Summary  
CHAPTER 3. Research Options
Major Research Terminology  
Steps in Developing a Research Plan  
Research That Won’t “Break the Bank”  
Chapter Summary  
CHAPTER 4. Behavior Change Theories, Models, and Frameworks
Informing Audience Segmentation and Selection  
Informing Behavior Selection and Goals  
Deepening Your Understanding of Audience Barriers, Benefits, Motivators, the Competition, and Influential Others  
Inspiring Development of Marketing Intervention Mix Strategies  
Themes from All  
Chapter Summary  
CHAPTER 5. Steps 1 & 2: Social Issue, Purpose, Focus, Situation Analysis
Step 1: Describe Social Issue, Background, Purpose, and Focus  
Step 2: Conduct Situation Analysis, Review Prior Efforts  
The Role of Exploratory Research When Choosing Focus  
Ethical Considerations When Choosing Focus  
Chapter Summary  
CHAPTER 6. Step 3: Selecting Priority Audiences
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 Approach Should Be Chosen?  
Ethical Considerations When Selecting Priority Audiences  
Chapter Summary  
CHAPTER 7. Step 4: Behavior Objectives and Target Goals
Step 4: Set Behavior Objectives and Goals  
Behavior Objectives  
Knowledge and Belief Objectives  
Target Goals  
Objectives and Goals are Drafts  
Objectives and Target Goals Used for Campaign Evaluation  
Ethical Considerations Setting Objectives and Goals  
Chapter Summary  
CHAPTER 8. Step 5: Audience Insights
Step 5: Identify Audience Insights  
What You Need to Know About Your Priority Audience  
How to Learn More About Priority Audience  
How Insights Help Develop Strategy  
Potential Revisions  
Ethical Considerations When Researching Priority Audience  
Chapter Summary  
CHAPTER 9. Step 6: Crafting a Desired Positioning
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 for Developing a Positioning Statement  
Chapter Summary  
CHAPTER 10. Step 7: Product: Creating a Product Platform
Product: The First “P”  
Step 7: Develop the Social Marketing Product Platform  
Design Thinking  
Ethical Considerations for Product Platform  
Chapter Summary  
CHAPTER 11. Step 7: Price: Determining Incentives and Disincentives
Price: The Second “P”  
Step 7: Determine Incentives and Disincentives  
More on Commitments and Pledges  
Setting Prices for Tangible Goods and Services  
Ethical Considerations for Pricing Strategies  
Chapter Summary  
CHAPTER 12. Step 7: Place: Making Access Convenient and Pleasant
Place: The Third “P”  
Step 7: Develop Place Strategy  
Social Franchising  
Managing Distribution Channels  
Ethical Considerations When Selecting Distribution Channels  
Chapter Summary  
CHAPTER 13. Step 7: Promotion: Deciding on Messages, Messengers, and Creative Strategies
Promotion: The Fourth “P”  
Step 7: Develop a Promotion Strategy  
A Word About Creative Briefs  
Message Strategy  
Messenger Strategy  
Creative Strategy  
Ethical Considerations: Messages, Messengers, and Creative Strategies  
Chapter Summary  
CHAPTER 14. Step 7: Promotion: Selecting Communication Channels
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  
CHAPTER 15. Step 8: Monitoring and Evaluation
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  
CHAPTER 16. Step 9: Budget and Funding Plans
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  
CHAPTER 17. Step 10: Implementation and Sustaining Behaviors Plans
Step 10: Complete an Implementation Plan  
Anticipating Forces Against Change  
Sharing and Selling Your Plan  
Ethical Considerations When Implementing Plans  
Chapter Summary  
Appendix A: Social Marketing Planning Worksheets
Appendix B: Sample Social Marketing Plans
Appendix C: Additional Planning Models
Appendix D: Social Marketing Resources
Appendix E: History Annex
Appendix F: Courses
Appendix G: International Social Marketing Association’s
Academic Competencies


Instructor Resources

Password-protected Instructor Resources include the following:

  • A Microsoft® Word® test bank, written by Nancy R. Lee, is available containing multiple choice, true/false, short answer, and essay questions for each chapter. The test bank provides you with a diverse range of pre-written options as well as the opportunity for editing any question and/or inserting your own personalized questions to effectively assess students’ progress and understanding.
  • Chapter-specific discussion questions help launch classroom interaction by prompting students to engage with the material and by reinforcing important content. 
  • Social Marketing Planning Worksheets: Appendix A from the printed text will be made available online in an easily-downloadable format for worksheets and hand-outs.
  • Syllabus provides a sample to start with to customize for your classes. 
  • Power Point presentations to assist with lecture preparation

“This practical, step-by-step book will give your students the skills they need to walk out of the classroom and start making a difference in their own communities by developing well-researched and theoretically grounded campaigns.” 

Christopher J. Carpenter
Western Illinois University

“It is the seminal textbook for social marketing.” 

Karen H. Smith
Texas State University

“The ‘go to’ book for developing social change programs” 

Marie-Louise Fry

Social Marketing: Behavior Change for Social Good effectively balances social marketing theory with practical application strategies. I recommend this textbook for social or nonprofit marketing courses.” 

Paul Christensen
Saint Mary’s University of Minnesota

“This book is THE comprehensive authority on social marketing by two highly respected key scholars in the field. Your students will find this pragmatic textbook engaging and easy to read. The level of detail and planning exercises will give your students the skills they need to conduct social marketing projects of their own.”

Susan E. Stein
Drexel University

“This is the quintessential textbook for social marketing. The book is reader friendly with excellent examples from the field!”

Tavis J. Glassman
University of Toledo

“Lee’s and Kotler’s social marketing textbook is your number one resource on learning how to become a social marketer. Its process model and tools are the quintessential for developing effective social marketing programs.”

Timo Dietrich
Griffith University

For instructors

This book is not available as an inspection copy. For more information contact your local sales representative.