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Social Marketing
Behavior Change for Good

Seventh Edition


January 2023 | 488 pages | SAGE Publications, Inc
Successful social marketing holds the power to change the world.  Social Marketing: Behavior Change for Good, 7th Edition is the definitive guide for designing and implementing memorable social marketing campaigns. Authors Nancy R. Lee, Philip Kotler, and Julie Colehour present a proven 10-step strategic marketing plan and guides students through each stage of the process. The 7th Edition is packed with 12 new cases and dozens of new examples related to today's most pressing social problems including the COVID-19 pandemic, natural disasters, equity and inclusion, 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.

 
Part I • Understanding Social Marketing
 
CHAPTER 1 • Defining and Distinguishing Social Marketing
 
CHAPTER 2 • 10-Step Strategic Planning Model
 
CHAPTER 3 • Research Options
 
CHAPTER 4 • Behavior Change Theories, Models, and Frameworks
 
Part II • Determining Plan Purpose, Focus, Audience, Behaviors, Insights
 
CHAPTER 5 • Steps 1 & 2: Social Issue, DEI Considerations, Purpose, Focus, Situation Analysis
 
CHAPTER 6 • Step 3: Selecting Priority Audiences
 
CHAPTER 7 • Step 4: Behavior Objectives and Target Goals
 
CHAPTER 8 • Step 5: Audience Insights
 
Part III • Developing Marketing Intervention Strategies
 
CHAPTER 9 • Step 6: Crafting a Desired Positioning
 
CHAPTER 10 • Step 7.1: Product: Creating a Product Platform
 
CHAPTER 11 • Step 7.2: Price: Determining Incentives and Disincentives
 
CHAPTER 12 • Step 7.3: Place: Making Access Convenient and Pleasant
 
CHAPTER 13 • Step 7.4: Promotion: Deciding on Messages, Messengers, Creative Strategies, and Communication Channels
 
Part IV • Managing Social Marketing Programs
 
CHAPTER 14 • Step 8: Monitoring and Evaluation
 
CHAPTER 15 • Step 9: Budget and Funding Plans
 
CHAPTER 16 • Step 10: Implementation and Sustaining Behaviors Plans
 
Epilogue
 
Appendix
 
References
 
Index
Key features

NEW TO THIS EDITION: 

  • 12 new case studies, 11 updated cases and a dozen recent examples of social marketing addressing the "most wicked" social problems including the wildfires, mass shootings, climate change, racial equity, democracy and voting, youth mental health, vaping, obesity, gun responsibility, traffic congestion, preventable injuries and deaths, youth substance abuse, family planning, wildfires, landfills, property crime, and homelessness.
  • New section on COVID-19 pandemic in every chapter highlights examples of social marketing that were conducted in response to the global health emergency.
  • Chapter 13 and 14 from previous edition combined into new chapter 13 to streamline coverage of promotion
  • New Learning objectives in every chapter

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.
  • 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.
  • 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.
  • Enhances understanding with chapter summaries of key points and questions for discussion.

·   PART IIChapter-By-Chapter Changes

 

Authors and editors are asked to delineate detailed changes to a revision on a chapter-by-chapter basis. We recommend that you maintain a record of changes over the entire revision process. This report will be kept on file at SAGE in compliance with the legal standards required by the Higher Education Opportunity Act. Please utilize the form below to report chapter-by-chapter changes.

 

 

I.   Overall Book Changes

Please include all additions, deletions, and updates.

 

Table of Contents: (e.g. Reorganization of chapters, chapter deletions, additions, splitting, or combining)

 

Few changes.  Two chapters consolidated into one (Chapters 13 & 14 now just Chapter 13

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Pedagogy and Feature Sets:

 

·        Introductory Chapter Pedagogy

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·        End-of-Chapter Pedagogy

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·        Chapter Features

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·        Questionnaires/Worksheets

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·        Glossary

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.

 

·        Table/Figures, and/or Other Art

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References:

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Overall Manuscript Length:

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II. Chapter-Specific Changes

Please list changes to each element, including textual revision, tables, maps, charts, figures, data, readings, etc, as applicable.

 

Preface:

 

No Preface in this or prior editions

 

 

Foreword:

 

New Contributor for this Edition

 

 

Introduction:

 

No Introduction in this or prior editions

 

 

Chapter 1:

Please check all that apply

 

?Major Changes      ?Minor Changes      ?Changed Tables/Figures             

?Changes Data &Statistics    ?Changed References/Citation

Summary of Changes:

·        Deleted Opening Quote

·        Added new section that appear in each chapter on Chapter Learning Objectives

·        Added 1 new definition for Social Marketing

·        Deleted Box 1.2: Declaration of Social Marketing Principles and Definition to reduce word count primarily

·        Updated Table 1.1 Statistics on Social Issues, which also meant we needed to change references

·        Deleted Table on HIV/AIDS Prevention since covered in text.

·        Added COVID-related audiences midstream and upstream  

 

 

 

 

Chapter 2:

Please check all that apply

 

?Major Changes      ?Minor Changes      ?Changed Tables/Figures             

?Changes Data &Statistics    ?Changed References/Citation

 

Summary of Changes:

 

·        Deleted Opening Quote

·        Added Chapter Learning Objectives

·        Shortened Chapter Introduction Section

·        Update Case Highlight on EPA Program including updated Figures

·        To help shorten chapter, eliminated detailed section on Marketing Planning Process which applies primarily to Commercial marketing.

·        Added sections on Diversity, Equity and Inclusion related to Social Marketing

 

 

Chapter 3:

Please check all that apply

 

?Major Changes      ?Minor Changes      ?Changed Tables/Figures             

?Changes Data &Statistics    ?Changed References/Citation

 

Summary of Changes:

·        Deleted Opening Quote

·        Added Chapter Learning Objectives

·        Replaced opening Case Highlight with new one on Increasing Voter Turnout

·        Added a few sentences/paragraphs regarding implications of Diversity, Equity and Inclusion

·        Deleted Table on HIV/AIDS Prevention since covered in text.

·        Brief update of Research Highlight

 

 

Chapter 4:

Please check all that apply

 

?Major Changes      ?Minor Changes      ?Changed Tables/Figures             

?Changes Data &Statistics    ?Changed References/Citation

 

Summary of Changes

·        Deleted Opening Quote

·        Added Chapter Learning objectives

·        Added 1 new Behavior Change Model, making it 20 versus 19

·        Eliminated some of the detail on Nudges, to reduce space.

·        Added several Diversity, Equity and Inclusion related comments

·        Added the COVID Social Marketing Example section

 

 

Chapter 5:

Please check all that apply

 

?Major Changes      ?Minor Changes      ?Changed Tables/Figures             

?Changes Data &Statistics    ?Changed References/Citation

 

Summary of Changes:

·        Deleted Open Quote

·        Added Chapter Learning Objectives

·        New Case Highlight featuring Racial Equity

·        Added COVID Social Marketing Example

·        Added several Diversity, Equity and Inclusion related comments throughout chapter

 

 

Chapter 6:

Please check all that apply

 

?Major Changes      ?Minor Changes      ?Changed Tables/Figures             

?Changes Data &Statistics    ?Changed References/Citation

 

Summary of Changes:

·        Deleted Opening Quote

·        Added Chapter Learning objectives

·        New Case Highlight

·        Updated Traditional Segmentation Variable Table

·        Revised and Updated Table on Generational Segments

·        New Research Highlight on Decreasing Gun Violence

·        Added COVID Social Marketing Example

·        Added a few DEI comments

 

 

 

 

Chapter 7:

Please check all that apply

 

?Major Changes      ?Minor Changes      ?Changed Tables/Figures             

?Changes Data &Statistics    ?Changed References/Citation

 

Summary of Changes:

Deleted Opening Quote

New Case Highlight on Wildfires

Added Chapter Learning Objectives

Updated Healthy People 2020 to Healthy People 2030

Added COVID Related Social Marketing Example

Added several Diversity, Equity, and Inclusion related comments throughout the chapter

Updated Research Highlight on Shore Friendly

 

 

Chapter 8:

Please check all that apply

 

?Major Changes      ?Minor Changes      ?Changed Tables/Figures             

?Changes Data &Statistics    ?Changed References/Citation

 

Summary of Changes:

Added Chapter Learning Objectives

Added New Case Highlight on Vaping

Added COVID Related Social Marketing Example

Added several Diversity, Equity, and Inclusion related comments throughout the chapter

 

 

 

Chapter 9:

Please check all that apply

 

?Major Changes      ?Minor Changes      ?Changed Tables/Figures             

?Changes Data &Statistics    ?Changed References/Citation

 

Summary of Changes:

Added Chapter Learning Objectives

Added New Case Highlight on Energy Star

Added New Research Highlight on Blood Donations

Added COVID Related Social Marketing Example

Added several Diversity, Equity, and Inclusion related comments throughout the chapter

 

 

 

 

Chapter 10:

Please check all that apply

 

?Major Changes      ?Minor Changes      ?Changed Tables/Figures             

?Changes Data &Statistics    ?Changed References/Citation

 

Summary of Changes:

Added Chapter Learning Objectives

Minor Updated Case Highlight on Pet Adoption

Minor Updated Research Highlight.

Added Several new examples within text

Added COVID Related Social Marketing Example

Added a few DEI related comments

 

 

 

Chapter 11:

Please check all that apply

 

?Major Changes      ?Minor Changes      ?Changed Tables/Figures             

?Changes Data &Statistics    ?Changed References/Citation

 

Summary of Changes:

 

Added Chapter Learning Objectives

Updated Case Highlight on Boating Under the Influence from 6th Edition

Added Several new examples within text

Added COVID Related Social Marketing Example

Added a few DEI related comments

 

 

 

Chapter 12:

Please check all that apply

 

?Major Changes      ?Minor Changes      ?Changed Tables/Figures             

?Changes Data &Statistics    ?Changed References/Citation

 

Summary of Changes:

 

Added Chapter Learning Objectives

Minor Updated Case Highlight on Four Innovative Uses of the Place Tool

Minor Updated Research Highlight.

Added Several new examples within text

Added COVID Related Social Marketing Example

Added a few DEI related comments

 

 

 

 

Chapter 13:

Please check all that apply

 

?Major Changes      ?Minor Changes      ?Changed Tables/Figures             

?Changes Data &Statistics    ?Changed References/Citation

 

Summary of Changes:

Chapter 14 content was merged into chapter 13

Edits throughout to shorten overall combined chapter length

Deleted entry quotes

Added learning objectives

Added new Case Highlight on WA DOH COVID vaccines

Added new Research Highlight on WA DOH COVID vaccines

Removed Case Highlight on Gun Control Legislation & Community Against Preventable Injuries in Canada

Removed section on one-sided vs two-sided messages

Removed Figure 13.8

Added a new Figure 13.12 (Social media ads that employed humor)

Removed Figure 13.13

Added new Figure 13.15 (Social media ad featuring a community messenger)

Added Figure 13.17 (Recycling cart hangers)

Removed section: A Work of Caution about Pretesting

Removed section: CDC’s Message Development and Testing Tool

Combined former Chapter 13 and 14 Chapter Summary sections into one

Removed HPV Research Highlight

Re-organized Table 13.4 to better reflect current communications channels

Re-worked description of channels to match new table

Removed Box 14.2 (Social Media Primer)

 

 

 

Chapter 14: Step 8: Monitoring and Evaluation

Please check all that apply

 

?Major Changes      ?Minor Changes      ?Changed Tables/Figures             

?Changes Data &Statistics    ?Changed References/Citation

 

Summary of Changes:

6th Edition Chapter 14 content was merged into Chapter 13.

These changes are for the new Chapter 14

 

Changes from prior Chapter 15:  Step 8: Monitoring and Evaluation

 

Added Learning Objectives

New Case Highlight (2021)

Several updates to examples

DEI implications

Relevant COVID-19 Example

Used part of the original Marketing Highlight on the truth campaign

Removed detailed and lengthy description of Randomized control trials

Removed detailed section on determining budgets for evaluation

 

 

 

 

 

 

 

 

 

 

Chapter 15: Step 9: Budgets and Funding Plans

Please check all that apply

 

?Major Changes      ?Minor Changes      ?Changed Tables/Figures             

?Changes Data &Statistics    ?Changed References/Citation

 

Summary of Changes:

 

Added Learning Objectives

Updated Case Highlight with 2021 and 2022 data and substituted one of the 7 examples with a new one

Updated many of the examples with 2021/2022 data on results

Added a new example for corporate funding for a Smart Drinking campaign

Added COVID-19 relevant example

New Research Highlight on Mass Shootings

 

 

Chapter 16: Step 10: Implementation and Sustaining Behavior Plans

Please check all that apply

 

?Major Changes      ?Minor Changes      ?Changed Tables/Figures             

?Changes Data &Statistics    ?Changed References/Citation

 

Summary of Changes:

Added Learning Objectives

Updated Case Highlight to 2019

Updated several examples with 2020, 2021, 2022 data

Substituted two newer examples for illustration

Revised Ethics Section

Added COVID-19 relevant example

Updated Research highlight on increasing high school graduation rates.

 

 

Epilogue:  Updated

 

Appendix:

 

Appendix A. Reduced number of pages by reducing spacing format.

 

Appendix B: Only included one sample plan versus 2 in the 6th Edition

 

Appendix C. Updated Additional Planning Models by adding 1 new one

 

Appendix D. Most of the sections were updated.  3 New Sections were added.

 

Appendix E.  Updated.

 

Appendix F. Substituted a Link to detailed course offerings, eliminating several pages

 

Appendix G.  Added links to additional iSMA Standards Documents

 

 

 

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Paperback
ISBN: 9781071851647
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