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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

Courses:
Social Marketing

February 2019 | 464 pages | SAGE Publications, Inc
Successful social marketing holds the power to change the world.  Social Marketing: Influencing Behaviors for Good, 6th Edition is 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 marketing plan and guides students through each stage of the process. The 6th 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, and homelessness. 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: 9781544351490
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