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Social Marketing: Changing Behaviors for Good / Edition 5

Social Marketing: Changing Behaviors for Good / Edition 5

by Nancy R. Lee

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ISBN-10: 1452292140

ISBN-13: 9781452292144

Pub. Date: 01/13/2015

Publisher: SAGE Publications

Turning Principle into Practice

Social Marketing: Changing Behaviors for Good is the definitive textbook for the planning and implementation of programs designed to influence 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


Turning Principle into Practice

Social Marketing: Changing Behaviors for Good is the definitive textbook for the planning and implementation of programs designed to influence 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. Nancy R. Lee (a preeminent lecturer, consultant, and author in social marketing) and Philip Kotler (an influential individual in the field who coined the term “social marketing” in 1971 with Gerald Zaltman) demonstrate how traditional marketing principles and techniques are successfully applied to campaigns and efforts to improve health, decrease injuries, protect the environment, build communities and enhance financial well-being. The Fifth Edition contains more than 26 new cases highlighting the 10 step planning model, and a new chapter describing major theories, models and frameworks that inform social marketing strategies and inspire social marketers.

Product Details

SAGE Publications
Publication date:
Edition description:
Fifth Edition
Sales rank:
Product dimensions:
7.30(w) x 9.00(h) x 1.00(d)

Table of Contents

Part 1: Understanding Social Marketing
Chapter 1: Defining And Distinguishing Social Marketing
Marketing Highlight: Ending Polio in India
What is Social Marketing?
Where Did the Concept Originate?
How Does Social Marketing Differ From Commercial Marketing?
How Does Social Marketing Differ From Other Related Disciplines, Behavior Change Theories and Models, and Promotional Tactics?
What Is Social Marketing’s Unique Value Proposition?
Who Does Social Marketing?
What Social Issues Can Benefit From Social Marketing?
What Are Other Ways to Impact Social Issues?
What Is the Social Marketer’s Role in Influencing Upstream Factors and Midstream Audiences?
When Is Social Marketing “Social Marketing”? When Is It Something Else?
Chapter 2: 10 Steps In The Strategic Marketing Planning Process
Marketing Highlight: Water Sense
Marketing Planning: Process and Influences
10 Steps to Developing a Social Marketing Plan
Why Is a Systematic, Sequential Planning Process Important?
Where Does Marketing Research Fit in the Planning Process?
Marketing Dialogue
Part 2: Analyzing The Social Marketing Environment
Chapter 3: Determining Research Needs And Options
Marketing Highlight: Decreasing Use of Mobile Phones While Driving
Major Research Terminology
Steps In Developing a Research Plan
Research “That Won’t Break the Bank”
Chapter 4: Choosing A Social Issue, Purpose And Focus For Your Plan And Conducting A Situation Analysis
Marketing Highlight: Every Child By Two
Step 1: Describe the Social Issue, Background, Purpose, and Focus of Your Plan, and Step 2: Conduct a Situation Analysis (SWOT)
Ethical Considerations When Choosing a Focus for Your Plan
Part 3: Selecting Target Audiences, Objectives, and Goal
Chapter 5: Segmenting, Evaluating, And Selecting Target Audiences
Marketing Highlight: Increasing Alternative Transportation by Targeting a Group Open to Change
Step 3: Select Target Audiences
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 Audiences
Chapter 6: Setting Behavior Objectives And Target Goals
Marketing Highlight: Reducing Deaths at Railroad Crossings in India
Step 4: Set Behavior Objectives and Target Goals
Behavior Objectives
Knowledge and Belief Objectives
Target Goals
Objectives and Target Goals Are Only a Draft at This Step
Objectives and Target Goals Will Be Used for Campaign Evaluation
Ethical Considerations When Setting Objectives and Target Goals
Chapter 7: Identifying Barriers, Benefits, Motivators, The Competition, And Influential Others
Marketing Highlight: Reducing Litter in Texas: Don’t mess with Texas®’s New “CANpaign”
Step 5: Identify Target Audience Barriers, Benefits, Motivators, the Competition, and Influential Others
What More Do You Need to Know About the Target Audience?
How Do You Learn More From and About the Target Audience?
How Will This Help Develop Your Strategy?
Potential Revision of Target Audiences, Objectives, and Goals
Ethical Considerations When Researching Your Target Audience
Chapter 8: Tapping Behavior Change Theories, Models, And Frameworks
Marketing Highlight: Preventing Domestic Violence Among Women in West Africa A Social Norms Approach
Informing Audience Segmentation and Selection
Informing Behavior Selection and Goals
Deepening Understanding of Audience Barriers, Benefits, Motivators, The Competition and Influential Others
Inspiring Development of Social Marketing Mix Strategies
Part 4: Developing Social Marketing Strategies
Chapter 9: Crafting A Desired Positioning
Marketing Highlight: truth
Positioning Defined
Behavior-Focused Positioning
Barriers-Focused Positioning
Benefits-Focused Positioning
Competition-Focused Positioning
How Positioning Relates To Branding
Ethical Considerations When Developing a Positioning Statement
Chapter 10: Product: Creating A Product Platform
Marketing Highlight: Increasing Pet Adoption with Meet Your Match
Product: The First “P”
Step 7: Develop the Social Marketing Product Platform
Design Thinking
Ethical Considerations Related to Creating a Product Platform
Chapter 11: Price: Determining Monetary And Nonmonetary Incentives And Disincentives
Marketing Highlight: Reducing Tobacco Use through Commitment Contracts
Step 7: Determine Monetary and Nonmonetary Incentives and Disincentives
More On Commitments and Pledges
Setting Prices for Tangible Goods and Services
Ethical Considerations Related to Pricing Strategies
Chapter 12: Place: Making Access Convenient And Pleasant
Marketing Highlight: Books: The Ultimate Toy for Toddlers & Lucie and André Chagnon Foundation
Place: The Third “P”
Step 7: Develop the Place Strategy
Social Franchising
Ethical Considerations When Selecting Distribution Channels
Chapter 13: Promotion: Deciding On Messages, Messengers, And Creative Strategies
Marketing Highlight: Seafood Watch®: Influencing Sustainable Seafood Choices
Promotion: The Fourth “P”
A Word About the Creative Brief
Message Strategy
Messenger Strategy
Creative Strategy
Ethical Considerations When Deciding on Messages, Messengers, and Creative Strategies
Chapter 14: Promotion: Selecting Communication Channels
Marketing Highlight: Increasing Blood Donations in Australia Using Social Media and More
Promotion: Selecting Communication Channels
Traditional Media Channels
Nontraditional and New Media Channels
Factors Guiding Communication Channel Decisions
Ethical Considerations When Selecting Communication Channels
Part 5: Managing Social Marketing Programs
Chapter 15: Developing A Plan For Monitoring And Evaluation
Marketing Highlight: Particip ACTION
Step 8: Develop a Plan for Monitoring and 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 16: Establishing Budgets And Finding Funding
Marketing Highlight: Increasing Funding through Corporate Social Marketing
Step 9: Establish Budgets and Finding Funding Sources
Determining Budgets
Justifying The Budget
Finding Sources for Additional Funding
Appealing to Funders
Revising Your Plan
Ethical Considerations When Establishing Funding
Chapter 17: Creating An Implementation Plan And Sustaining Behavior
Marketing Highlight: Improving Water Quality and Protecting Fish and Wildlife Habitats In Puget Sound and Chesapeake Bay
Step 10: Complete an Implementation Plan
Anticipating Forces Against Change
Sharing and Selling Your Plan
Ethical Considerations When Implementing Plans

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