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Overview

This book turns social marketing into a step-by-step process so that anyone can plan and execute an effective social marketing campaign. Actual cases and research efforts richly support each of the eight steps in the process. Included in the text are more than 25 in-depth cases, about 100 examples of social marketing campaigns, and ten research highlights to represent the scope of research methodologies. The appendix includes worksheets for each step to complete a marketing plan for students and practitioners.

The methodologies in this text have been classroom tested and refined by students who prepared marketing campaigns using this eight step planning process.

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Editorial Reviews

Scott Downing

"This is perhaps the most comprehensive and well thought out compilation of information for social marketing I've seen. A great blue-print for developing, implementing, and evaluating social marketing programs."

E. Marla Felcher

"At long last there is a book addressing the challenges faced by social marketers in the 21st century. Managers in a host of non-profit organizations and government agencies will surely welcome Social Marketing, a book that lays out the issues in plain language, provides example after example of successful social marketing strategies and campaigns, and, most important, provides a comprehensive, no-nonsense framework that can be successfully applied within in any organization. Social Marketing goes far to illustrate that marketing is not just for products like shampoo, dog food and breakfast cereal anymore; increasingly, managers are faced with the challenge of marketing issues and behaviors like eating healthy foods, family planning, and buckling up. The first step a manager should take before embarking on any social marketing campaign is to read this book."

Francis Hesselbein

Social Marketing: Improving the Quality of Life, is the indispensable companion for leaders in all three sectors who recognize that social marketing is a leadership imperative. Philip Kotler’s great new book moves us to a higher level of understanding and performance. It is superb.

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Product Details

  • ISBN-13: 9780761924340
  • Publisher: SAGE Publications
  • Publication date: 3/19/2002
  • Edition description: Second Edition
  • Edition number: 2
  • Pages: 456
  • Product dimensions: 7.40 (w) x 9.22 (h) x 0.98 (d)

Meet the Author

Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the J. L. Kellogg Graduate School of Management, Northwestern University, Evanston, Illinois. Kellogg was voted the Best Business School for 6 years in Business Week’s survey of U.S. business schools. It is also rated as the Best Business School for the Teaching of Marketing. Professor Kotler has significantly contributed to Kellogg’s success through his many years of research and teaching there. He received his master’s degree at the University of Chicago and his PhD degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago. Professor Kotler is the author of Marketing Management: Analysis, Planning, implementation and Control, the most widely used marketing book in graduate business schools worldwide; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; The Marketing of Nations; and Kotler on Marketing. He has published over 100 articles in leading journals, several of which have received best article awards. Professor Kotler was the first recipient of the American Marketing Association’s (AMA) Distinguished Marketing Educator Award (1985). The European Association of Marketing Consultants and Sales Trainers awarded him their prize for Marketing Excellence. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a 1975 survey. He also received the 1978 Paul Converse Award of the AMA, honoring his original contribution to marketing. In 1995, the Sales and Marketing Executives International (SMEI) named him Marketer of the Year. Professor Kotler has consulted for such companies as IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, and others in the areas of marketing strategy and planning, marketing organization, and international marketing.

He has been Chairman of the College of Marketing of the Institute of Management Sciences, Director of the American Marketing Association, Trustee of the Marketing Science Institute, Director of the MAC Group, former member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He is a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation. He has received honorary doctoral degrees from Stockholm University, University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the University of Economics and Business Administration in Vienna, the Catholic University of Santo Domingo, and the Budapest School of Economic Science and Public Administration.

He has traveled extensively throughout Europe, Asia, and South America, advising and lecturing to many companies and organizations. This experience expands the scope and depth of his programs, enhancing them with an accurate global perspective.

Prof. Ned Roberto is the Coca-Cola Foundation Professor in International Marketing at the Asian Institute of Management in Metro Manila, Philippines. His teaching and research areas of interest include basic marketing, marketing research, social marketing, social marketing research, and consumer behavior. He has also taught at the Northwestern University’s Kellogg Graduate School of Management Chicago Campus and at the Euro-Asia Centre of INSEAD Macau and Singapore programs.

Prof. Roberto is currently the chairman and president of Roberto & Associates, Inc., a marketing research and consulting agency, and sits on the board of directors of several corporations. He is on the Editorial Board of the International Journal of Research in Marketing. He was the 1985 president of the Marketing and Opinion Research Society of the Philippines (MORES), and the recipient of the Philippine Marketing Association AGORA Award for Achievement in Marketing Education in 1983.

Prof. Roberto has authored seven books: two marketing research textbooks -- Applied Marketing Research and User-Friendly Marketing Research; two social marketing books – Strategic Decision Making in a Social Program and Social Marketing: Strategies for Changing Public Behavior (co-authored with Philip Kotler); a market segmentation book – Strategic Market Segmentation and A Guide to the Socio-Economic Classification of Filipino Consumers; and a local governance book – Making Local Governance Work. In 1975, he wrote the first social marketing book -- Strategic Decision Making in a Social Program, published by Lexington Books of Massachusetts (USA). He has also published several articles on marketing and social marketing in international journals and has contributed chapters in major books of readings in the field of marketing.

Before joining the Institute, Prof. Roberto was executive vice president of Consumer Pulse Inc., the ASEAN's largest survey research organization; vice president of Media Pulse, Inc.; and executive director of the International Council for the Management of Population Programmes (ICOMP).

He has done extensive consultancy work region-wide for national and transnational corporations and multilateral agencies. In the Philippines, he has been consultant for marketing planning, product management and marketing research to practically all the leading multinational corporations in the consumer goods, pharmaceutical, household products, beverage, cosmetics, processed food, banking, advertising, and airline industries. He has consulted overseas for several major multinational corporations in Australia, Hong Kong, Indonesia, Japan, Malaysia, Singapore, Thailand, and Taiwan. He has also been involved in social marketing planning and research, consulting for such international organizations as the World Bank, the UN Fund for Population Activities, the International Labour Organization, the UN Development Programme, the Asian Development Bank, the Ford Foundation, the International Development Research Centre, the Population Council, and the UN Economic Commission for Asia and the Far East.

Prof. Roberto received his Doctor of Philosophy in Marketing and a Master in Business Administration from The Kellogg Management School of Northwestern University (1973).

Nancy R. Lee, MBA, is president of Social Marketing Services, Inc., in Seattle, Washington, and an adjunct faculty member at the University of Washington, where she teaches social marketing and marketing in the public sector. With more than 25 years of practical marketing experience in the public and private sectors, Ms. Lee has held numerous corporate marketing positions, including vice president and director of marketing for Washington’s second-largest bank and director of marketing for the region’s Children’s Hospital and Medical Center. She conducts seminars and workshops on social marketing around the world, and has been a strategic adviser for behavior change campaigns in the areas of health, safety, the environment, and financial well-being. She has been a keynote speaker on social marketing at conferences for improved water quality, energy conservation, family planning, nutrition, recycling, teen pregnancy prevention, influencing financial behaviors, and tobacco control. She has coauthored ten books with Philip Kotler.

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Table of Contents

Foreword - Alan R. Andreason
Preface
Acknowledgments
PART I: UNDERSTANDING SOCIAL MARKETING
Chapter 1. Defining Social Marketing
The 21st Century
What Is Social Marketing?
Where Did the Concept Originate?
How Does Social Marketing Differ From Commercial Sector Marketing?
When is Social Marketing Used, and for What Purpose?
What Social Issues Can Benefit From Social Marketing?
What Are Other Ways to Influence Public Behavior?
How Does Social Marketing Relate to Other Approaches?
Chapter 2. Outlining the Strategic Planning Process
Marketing Highlight: Lowering Blood Pressure
What Are the Steps in the Social Marketing Planning Process?
Why Is a Systematic Planning Process Important?
Where Does Marketing Research Fit Into the Planning Process?
Chapter 3. Discovering Keys to Success
Marketing Highlight: Tobacco Prevention
What Is a Successful Campaign?
What Are the Key Elements of Successful Campaigns
Beyond Success
PART II: ANALYZING THE SOCIAL MARKETING ENVIRONMENT
Chapter 4. Determining Research Needs and Resources
Marketing Highlight: Blood Donation
When Is Research Used in the Planning Process?
What Major Types of Research Are Used?
What Steps Are Included in Designing a Research Project?
Research Highlight: Quantitative and Qualitative Research for Breast Cancer Screening
Chapter 5. Mapping the Internal and External Environment
Marketing Highlight: Tobacco Industry Response
Choose a Campaign Focus
Identify a Campaign Purpose
Conduct a SWOT Analysis
Research Highlight: Personal Interviews for Caring Adult Relationships With Youth
Marketing Dialogue
PART III: ESTABLISHING TARGET AUDIENCES, OBJECTIVES, GOALS
Chapter 6. Selecting Target Audiences
Marketing Highlight: Physical Activity
What Steps Are Involved in Target Marketing?
What Variables Are Used to Segment Markets?
What Criteria Are Used for Evaluating Segments?
How Are Target Markets Selected?
What Approach Should Be Chosen?
Research Highlight: Self-Administered Survey for Psychographic Segmentation
Chapter 7. Setting Objectives and Goals
Marketing Highlight: Water Conservation
Behavior Objectives
Knowledge and Belief Objectives
The Nature of Social Marketing Goals
Goals And Objectives at the Draft Stage
The Role of Objectives and Goals in Campaign Evaluation
Research Highlight: Secondary Data for Program Goal Setting
Chapter 8. Deepening Our Understanding of Target Audiences and the Competition
Marketing Highlight: Drinking and Driving
What More Do We Need to Know About Our Target Audience?
What Models Might Be Used to Explore Our Audience Perspectives Further?
Who Is the Competition in a Social Marketing Environment?
What Are Four Key Tactics to Create Competitive Advantages?
Why Is it Necessary to Review and Potentially Revise Target Markets, Objectives, and Goals After This Step?
Research Highlight: Formative and Evaluation Research for Worksite Nutrition and Physical Activity Programs
PART IV: DEVELOPING SOCIAL MARKETING STRATEGIES
Chapter 9. Product: Designing the Market Offering
Marketing Highlight: Women & Infant Children Programs (WIC)
What Is the Product in a Social Marketing Effort?
What Are Three Levels of the Product?
What Decisions Will Need to Be Made at Each Level?
How Are These Decisions Made and How Do They Effect the Product's Positioning?
Research Highlight: Focus Groups for Increased Condom Use
Chapter 10. Price: Managing Costs of Behavior Change
Marketing Highlight: Litter Prevention
What Is the Price of a Social Marketing Product?
What Are Major Categories and Types of Costs?
What Are Major Strategies for Managing Costs?
What Pricing Relating Tactics Are Used to Manage Costs and Balance the Scale?
Considerations When Setting Prices for Tangible Objects and Services
Research Highlight: Informal Interviews for Teen Sexual Abstinence
Chapter 11. Place: Making the Social Marketing Product Available
Marketing Highlight: Safe Gun Storage
What Is Place in a Social Marketing Environment?
What Is the Objective When Developing a Place Strategy?
How Do We Make Access to the Social Marketing Product More Convenient?
What Are Guidelines for Managing More Formal Distribution Channels?
Research Highlight: Observation Research for Needle Exchange Programs
Chapter 12. Promotion: Creating Messages
Marketing Highlight: Sexual Assault Prevention
Message Strategy: What Do We Want to Say?
Message Execution Strategy: How Do We Want to Say It?
Principles and Theories for Decision Making: Designing Messages and Choosing an Executional Strategy
Pretesting
Research Highlight: Telephone Survey for Prevention of Sudden Infant Death Syndrome (SIDS)
Chapter 13. Promotion: Choosing Communications Channels
Marketing Highlight: AIDS Prevention
What Are Major Media Channels to Consider?
Choosing Specific Media Vehicles
What Timing Decisions Need to Be Made?
What Factors Influence Media Strategies?
What Principles Can Guide Decision Making?
Research Highlight: Clinical Trial for Skin Cancer Detection
PART V: MANAGING SOCIAL MARKETING PROGRAMS
Chapter 14. Developing an A Plan for Evaluation and Monitoring
Marketing Highlight: Teen Nutrition
What Will Be Measured?
How Will It Be Measured?
When Will It Be Measured?
Additional Considerations and Concerns
Research Highlight: Evaluation Planning for Teen Nutrition Program
Chapter 15. Establishing Budgets and Finding Funding Sources
Marketing Highlight: Suicide Prevention
Determining Budgets
Finding Funding Sources
Appealing to Funders
Implications to the Draft Plan
Research Highlight: Baseline and Tracking Survey for Drowning Prevention
Chapter 16. Completing an Implementation Plan and Sustaining Behavior
Marketing Highlight: Water Quality
Implementation Plans
Sustainability
Chapter 17. Making Ethical Decisions
Marketing Highlight: Animal Rights
Ethical Considerations: At Every Decision Point
American Marketing Association Code of Ethics
APPENDIX
Credits
Name Index
Subject Index
About the Authors
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