The Fourth Edition of Social Marketing is the definitive textbook for the planning and implementation of programs designed to bring about social change. No other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action. It provides a solid foundation of fundamental marketing principles and techniques, and then expands them to illustrate techniques specific to practitioners and agencies with missions to enhance public health, prevent injuries, protect the environment, and motivate community involvement.This book is coauthored by arguably the most influential individual in the field of marketing, Philip Kotler, who coined the term "social marketing" in 1971 (with Gerald Zaltman) and Nancy R. Lee, a preeminent lecturer, consultant, and author in social marketing. Key Features: - Presents an introductory case for each chapter, and a concluding case for a majority of chapters to demonstrate for students why and how social marketing works. - Enhances understanding with chapter summaries of key points and questions for discussion. - Provides a step-by-step guide to developing a marketing plan, with chapters presented sequentially to support planning development and the inclusion of worksheets in the appendix; - It incorporates contributions from a range of internationally known social marketers who provide real cases to set the stage for each chapter. Past contributors have included individuals from the CDC, National Centre for Social Marketing, AARP, the Office of National Drug Control Policy, and others.
Foreword Alan R. Andreasen PART I: UNDERSTANDING SOCIAL MARKETING 1. Defining Social Marketing Marketing Highlight: Sustainable Malaria Prevention, NetMark's Success Story (2000-2010) What is Social Marketing? Where Did the Concept Originate? How does Social Marketing Differ From Commercial Sector Marketing? How is it Different From Nonprofit Marketing, Public Sector Marketing, and Cause Promotions? What is Social Marketing's Unique Value Propostion? Who Does Social Marketing? What Social Issues Can Benefit From Social Marketing? What Is the Social Marketer's Role in Influencing Upstream Factors and Mainstream Audiences? Marketing Dialogue 2. 10 Steps in the Strategi Marketing Planning Process Marketing Highlight: Scooping the Poop in Austin, Texas (2001-2009) Marketing Planning: Process and Influences 10 Steps to Develop a Social Marketing Plan Wht Is a Systematic, Sequential Planning Process Where Does Marketing Research Fit in the Planning Process? Marketing Dialogue 3. 16 Tips for Success Marketing Highlight: Competitve Analysis: Reducing "Drink Driving" in Australia (2009 16 Tips for Success Marketing Dialogue II. Analyzing the Social Marketing Enviornment 4. Determining Research Needs and Options Marketing Highlight: Increasing Family Planning in Pakistan (2007) Major Research Terminology When Research Is Used in the Planning Process Steps in Developing a Research Plan Research "That Won't Break the Bank" Research Highlight: The "Yes" Initiative for Youth Employment in Maldives (2007) 5. Choosing a Purpose and Focus for Your Plan and Conducting a Situation Marketing Highlight: Reducing Diarrhoeal Disease in India: The ORS-Zinc Solution Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis (2008-2010) Analysis Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis (2008-2010) Ethical Considerations When Choosing a Focus for Your Plan Research Highlight: Focus Groups Inform Nuestro Barrio: An Edutainment Soap Opera (2006) III: Establishing Target Audiences, Objectives, and Goals 6. Segmenting, Evaluating and Selecting Target Audiences Marketing Highlight: Reducing Tabacco Use in the United States; Legacy Small Innovative Grants Research Program Recognizes "One Size Never Fits All" Step #3: Selecting Target Audience Steps Involved in Selecting Target Audiences Variables Used to Segment Markets Criteria for Evaluating Segments How Target Audiences Are Selected What Approach Should Be Chosen? Ethical Considerations When Selecting Target Markets Reseach Highlight: "You Know Different:" Barriers and Benefits Research Informing a Youth HIV Testing Campaign 7. Setting Behavior Objectives and Goals Marketing Highlight: Seafood Watch: Influencing Sustainable Seafood Choices Step #4: Setting Objective and Target Goals Behavior Objective Knowledge and Belief Objectives Objectives and Target Goals Are Only a Draft at This Step Objectives and Target Goals Will Be Used for Campaign Evaluations Research Highlight: Reducing Tractor Rollover Injuries and Deaths (2006) 8. Identifying Barriers, Benefits, the Competitions and Influential Others Marketing Highlight: Be Active: A 2009 Award Winning Program in Birmingham, England Step #5: Indentify Target Audiences Barriers, Benefits, and the Competition What More Do You Need to Know about Target Audience? How Do You Learn More From and About the Target? How Will This Help Develop Your Strategy? Potential Revision of Target Audiences, Objectives, and Goals Ethical Considerations When Researching Your Target Audience Research Highlight: Reducing Drinking and Driving in Montana: Evaluating a Social Norms Approach (2003) IV. Developing Social Marketing Srategies 9. Crafting Desired Positioning Marketing Highlight: Get Some: "Get Yours, Grab a Handful and Go!" New York City's Bold Campaign to Increase C
