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Social Marketing - International Student Edition
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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 | 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

 
Repositioning

 
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

 
Branding

 
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

 
Pretesting

 
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

 
Phasing

 
Sustainability

 
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
£78.00