This is the definitive textbook for the planning and implementation of programs designed to bring about social change. The authors take key marketing principles and show readers how to apply them to campaigns and efforts to improve health, decrease injuries, protect the environment, build communities, and enhance financial well-being. Social marketing has grown in its sophistication and application to a wider array of social problems, and the Fourth Edition captures the momentum and excitement of this burgeoning field.
Florida Prevention Research Center at the University of South Florida
"I finally had an opportunity this weekend to review the fourth edition of Lee and Kotler's Social Marketing: Influencing Behaviors for Good. What a treat to see an entirely new set of case examples that cover a wide range of social marketing applications. The book also incorporates new ideas from disciplines beyond traditional marketing borders, such as behavioral economics. Most importantly, the book retains its solid pedagogical approach, with clear explanations of social marketing's principles and the steps that make up the strategic planning process. Even if you have a copy of a previous edition, I recommend you add this one to your bookshelf. "-Carol Bryant, Florida Prevention Research Center at the University of South Florida— Caroln Bryant
Florida Prevention Research Center at the University of South Florida
- Caroln Bryant
"I finally had an opportunity this weekend to review the fourth edition of Lee and Kotler's Social Marketing: Influencing Behaviors for Good. What a treat to see an entirely new set of case examples that cover a wide range of social marketing applications. The book also incorporates new ideas from disciplines beyond traditional marketing borders, such as behavioral economics. Most importantly, the book retains its solid pedagogical approach, with clear explanations of social marketing's principles and the steps that make up the strategic planning process. Even if you have a copy of a previous edition, I recommend you add this one to your bookshelf."
-Carol Bryant, Florida Prevention Research Center at the University of South Florida
Gideon Arulmani, PhD.
- Gideon Arulmani
"As teachers of behavioral science and practitioners of social marketing, we strongly recommend this volume to students as a reliable and well presented text, to teachers as a sound, thoroughly researched and multifaceted resource and to researchers as a compendium of cases and models from around the world."
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 State’s second-largest bank and director of marketing for the region’s Children’s Hospital and Medical Center.
Ms Lee has consulted with more than 100 nonprofit organizations and has participated in the development of more than 200 social marketing campaign strategies for public sector agencies. Clients in the public sector include the Centers for Disease Control and Prevention (CDC), Environmental Protection Agency (EPA), Washington State Department of Health, Office of Crime Victims Advocacy, county Health and Transportation Departments, Department of Ecology, Department of Fisheries and Wildlife, Washington Traffic Safety Commission, City of Seattle, and Office of Superintendent of Public Instruction. Additional clients have included the Bill & Melinda Gates Foundation, Microinsurance Innovation Facility, USAID, and The World Bank. Campaigns developed for these clients targeted issues listed below:
• Health: teen pregnancy prevention, HIV/AIDS prevention, nutrition education, sexual assault, diabetes prevention, adult physical activity, tobacco control, arthritis diagnosis and treatment, immunizations, dental hygiene, senior wellness, and eating disorder awareness
• Safety: drowning prevention, senior fall prevention, underage drinking and driving, youth suicide prevention, binge drinking, pedestrian safety, and safe gun storage
• Environment: natural gardening, preservation of fish and wildlife habitats, recycling, trip reduction, water quality, and water and power conservation
She has conducted social marketing workshops around the world (Jordan, South Africa, Ghana, Ireland, Australia, Singapore, and Canada) for more than 2,000 public sector employees involved in developing public 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.
Ms Lee has coauthoured nine other books with Philip Kotler: Social Marketing: Improving the Quality of Life (2002); Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause (2005); Marketing in the Public Sector: A Roadmap for Improved Performance (2006); Social Marketing: Influencing Behaviors for Good (2008); Up and Out of Poverty: The Social Marketing Solution (2009); Social Marketing in Public Health (2010); Social Marketing to Protect the Environment (2011); Social Marketing: Influencing Behaviors for Good (2011); and Good Works! Marketing and Corporate Initiatives That Build a Better World . . . and the Bottom Line (2012). She has also contributed articles to the Stanford Social Innovation Review, Social Marketing Quarterly, Journal of Social Marketing and The Public Manager. (See more on Nancy Lee at www.socialmarketingservice.com)
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.
Foreword Alan R. Andreasen
PART I: UNDERSTANDING SOCIAL MARKETING
1. Defining Social Marketing
Marketing Highlight: Sustainable Malaria Prevention, NetMark's Success Story (2000-2010)
What is Social Marketing?
Where Did the Concept Originate?
How does Social Marketing Differ From Commercial Sector Marketing?
How is it Different From Nonprofit Marketing, Public Sector Marketing, and Cause Promotions?
What is Social Marketing's Unique Value Propostion?
Who Does Social Marketing?
What Social Issues Can Benefit From Social Marketing?
What Is the Social Marketer's Role in Influencing Upstream Factors and Mainstream Audiences?
2. 10 Steps in the Strategic Marketing Planning Process
Marketing Highlight: Scooping the Poop in Austin, Texas (2001-2009)
Marketing Planning: Process and Influences
10 Steps to Develop a Social Marketing Plan
Wht Is a Systematic, Sequential Planning Process
Where Does Marketing Research Fit in the Planning Process?
3. 16 Tips for Success
Marketing Highlight: Competitve Analysis: Reducing "Drink Driving" in Australia (2009
16 Tips for Success
II. Analyzing the Social Marketing Enviornment
4. Determining Research Needs and Options
Marketing Highlight: Increasing Family Planning in Pakistan (2007)
Major Research Terminology
When Research Is Used in the Planning Process
Steps in Developing a Research Plan
Research "That Won't Break the Bank"
Research Highlight: The "Yes" Initiative for Youth Employment in Maldives (2007)
5. Choosing a Purpose and Focus for Your Plan and Conducting a Situation
Marketing Highlight: Reducing Diarrhoeal Disease in India: The ORS-Zinc Solution
Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis (2008-2010)
Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis (2008-2010)
Ethical Considerations When Choosing a Focus for Your Plan
Research Highlight: Focus Groups Inform Nuestro Barrio: An Edutainment Soap Opera (2006)
III: Establishing Target Audiences, Objectives, and Goals
6. Segmenting, Evaluating and Selecting Target Audiences
Marketing Highlight: Reducing Tabacco Use in the United States; Legacy Small Innovative Grants Research Program Recognizes "One Size Never Fits All"
Step #3: Selecting Target Audience
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 Markets
Reseach Highlight: "You Know Different:" Barriers and Benefits Research Informing a Youth HIV Testing Campaign
7. Setting Behavior Objectives and Goals
Marketing Highlight: Seafood Watch: Influencing Sustainable Seafood Choices
Step #4: Setting Objective and Target Goals
Knowledge and Belief Objectives
Objectives and Target Goals Are Only a Draft at This Step
Objectives and Target Goals Will Be Used for Campaign Evaluations
Research Highlight: Reducing Tractor Rollover Injuries and Deaths (2006)
8. Identifying Barriers, Benefits, the Competitions and Influential Others
Marketing Highlight: Be Active: A 2009 Award Winning Program in Birmingham, England
Step #5: Indentify Target Audiences Barriers, Benefits, and the Competition
What More Do You Need to Know about Target Audience?
How Do You Learn More From and About the Target?
How Will This Help Develop Your Strategy?
Potential Revision of Target Audiences, Objectives, and Goals
Ethical Considerations When Researching Your Target Audience
Research Highlight: Reducing Drinking and Driving in Montana: Evaluating a Social Norms Approach (2003)
IV. Developing Social Marketing Srategies
9. Crafting Desired Positioning
Marketing Highlight: Get Some: "Get Yours, Grab a Handful and Go!" New York City's Bold Campaign to Increase Condom Use (2007-2010)
Step #6: Developing a Positioning Statement for Social Marketing Offerings
How Positioning Relates to Branding
Ethical Considerations When Developing a Positioning
Research Highlight: Stopping Aquatic Hitchhikers: A Branding Strategy (2010)
10. Product: Creating a Product Platform
Marketing Highlight: Reducing Tuberculosis in Peru: With a Product Strategy Key to Success (1990s)
Product: The First “P”
Step #7: Developing the Social Marketing Product Platform
Ethical Considerations Related to Creating a Product Platform
Research Highlight: Ethnographic Research to Study Use of Water Treatment Devices in Andhra Pradesh, India: PATH's Safe Water Project (2006 - 2011)
11. Price: Determining Monetary and Nonmonetary Incentives and Disincentives
Marketing Highlight: Increasing Water Availability in Jordan Using Financial Incentives: United States Agency for International Development (US AID)/Jordan (2010)
Price: The Second “P”
Step #7: Determining Monetary and Nonmonetary Incentives and Disincentives
Setting Prices for Tangible Objects and Services
Ethical Considerations Related to Pricing Strategies
Research Highlight: Decreasing Use of Plastic Bags and Increasing Use of Reusable Ones in Ireland: Formative Research (2002)
12. Place: Making Access Convenient and Pleasant
Marketing Highlight: Recycling Made Easy in Cape Town, South Africa (2008)
Place: The Third “P”
Step #7: Developing the Place Strategy
Managing Distribution Channels
Ethical Considerations When Selecting Distribution Channels
Research Highlight: Bicycling in the Netherlands: What Went Right? (2010)
13. Promotion: Deciding on Messages, Messengers, and Creative Strategies
Marketing Highlight: Rock the Bulb: Puget Sound Energy's Campaign for Increased Energy Efficiency (2010)
Promotion: The Fourth “P”
A Word About the Creative Brief
Ethical Considerations When Deciding Messages, Messengers, and Creative Strategies
Research Highlight: "No Junk Mail" in Bayside, Australia: Personal Interviews and Observation Research (2009)
14. Promotion: Selecting Communication Channels
Marketing Highlight: Using Text Messaging to Improve Health: A Successful Pilot for Reducing Obesity (2008)
Promotion: Selecting Communication Channels
Traditional Media Channels
Nontraditional and New Media Channels
Factors Guiding Communication Channel Decisions
Ethical Considerations When Selecting Communication Channels
Research Highlight: Financial Literacy Road Shows in Ghana: A Qualitative Impact Assessment to Inform Future Efforts (2007-2008)
V: Managing Social Marketing Programs
15. Developing a Plan for Monitoring and Evaluation
Marketing Highlight: Evaluating a Commitment Contract for Smoking Cessation in the Philippines (2006)
Step #8: Developing 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
Research Highlight: Increasing Breast Cancer Screening Rates: Demonstrating the Benefits of Monitoring Efforts to Reach goals: Cancer Scan Col, Ltd., Tokyo, Japan (2009-2010)
16. Establishing Budgets and Finding Funding
Marketing Highlight: The Heart Truth: Mobilizing Partners to Help Spread the Word (2002-2010)
Step #9: Establishing Budgets
Justifying the Budget
Finding Sources for Additional Funding
Appealing to Funders
Revising Your Plan
Ethical Considerations When Establishing Funding
17. Creating an Implementation Plan and Sustaining Behavior
Marketing Highlight: "Let's Move!" First Lady Michelle Obama's Initiative to Reduce Childhood Obesity (2010)
Step #10: Creating an Implementation Plan
Sharing and Selling Your Plan
Ethical Considerations When Implementing Plans
Research Highlight: Turn it Off: An Anti-Idling Campaign (2007)
Appendix A: Social Marketing Planning Worksheets
Appendix B: Social Marketing Resources
About the Authors