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Social Marketing - International Student Edition
Behavior Change for Social Good
Sixth Edition
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.
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
2. 10 Step Strategic Planning Model
3. Research Options
4. Behavior Change Theories, Models, Frameworks
5. Steps 1 & 2 Social Issue, Purpose, Focus, Situation Analysis
7. Behavior Objectives and Target Goals
8. Step 5: Audience Insights
9. Crafting a Desired Positioning
10. Product: Creating a Product Platform
11. Price: Determining Incentives and Disincentives
12. Place: Making Access Convenient and Pleasant
13. Promotion: Deciding on Messages, Messengers, and Creative Strategies
14. Promotion: Selecting Communication Channels
15. Monitoring and Evaluation
16. Budget and Funding Plans
17. Implementation and Sustaining Behaviors Plans