Social Marketing: Strategies for Changing Public Behavior

Overview


Literacy campaigns, family planning, and programs to combat teenage pregnancy, drug abuse, and AIDS represent only a fraction of the social campaigns launched by agencies throughout the world in an effort to change public behavior. These agencies hope that social campaigns may be the way to achieve social goals without repressive legislation, costly incarceration, or the resigned acceptance of defeat by society's ills. And yet, as marketing experts Philip Kotler and Eduardo Roberto find, most of these ...

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Overview


Literacy campaigns, family planning, and programs to combat teenage pregnancy, drug abuse, and AIDS represent only a fraction of the social campaigns launched by agencies throughout the world in an effort to change public behavior. These agencies hope that social campaigns may be the way to achieve social goals without repressive legislation, costly incarceration, or the resigned acceptance of defeat by society's ills. And yet, as marketing experts Philip Kotler and Eduardo Roberto find, most of these well-intentioned campaigns have had little effect.


Now, for the first time, Kotler and Roberto provide a comprehensive, straightforward guide for planning and effectively implementing social campaigns. Using real world examples, Kotler and Roberto show how organizations devoted to social change can use their resources far more efficiently and effectively than has been the case to achieve maximum results. In probing the hows and whys of failed campaigns and the requirements for successful ones in modern industrialized nations and in developing parts of the world, Kotler and Roberto focus on the methods and tools needed to market social change efficiently.


The process of effectively influencing the beliefs, attitudes, and actions of individuals relies on communicating the right kinds and mix of offers, facilities, information, and promotion to target markets. The authors present new techniques for setting measurable objectives, researching the needs of different target markets, preparing appropriate products, services, and promotions, controlling ongoing performance, and assessing results. However, as Kotler and Roberto caution, social policy managers must also reconcile their proposed campaign features with the capabilities of their own organization and the political realities surrounding them.


Unfolding the different developmental stages of such recent social programs as the AIDS education campaign; the Condom Social Marketing Program in the Philippines; and antismoking, alcohol abuse, and environmental protection campaigns, Kotler and Roberto illustrate how developing the right marketing strategies can successfully sustain a social campaign. By following Kotler and Roberto's expert guidance, social policy managers will recognize the growing possibilities and advantages of using a social marketing approach rather than restrictive legislation or undifferentiated mass advertising to change public behavior.

The authors explain how the thousands of agencies around the world who are devoted to social change can better implement their resources to achieve maximum results and thereby best attain their goals. Illustrated.

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Editorial Reviews

Publishers Weekly - Publisher's Weekly
The author of this detailed primer take a no-nonsense approach to social change, arguing that marketing strategy will determine the outcome of any campaign, whether its goal is to reduce alcoholism or cigarette smoking, encourage family planning, improve dietary habits or promote environmental protection. Such efforts are analyzed here in terms of product-market fit, positioning, distribution channels, mobilization of influence groups, and so forth. Mini-case histories sprinkled throughout cover a wide spectrum, from Amnesty International's support for prisoner's rights and Project Head Start's health services to preschoolers, to the TV series Sesame Street' s promotion of literacy, and campaigns for AIDS prevention, energy conservation and combating teenage pregnancy. This textbook-like guide by two marketing professors (Kotler is at Northwestern, Roberto teaches in Manila) also focuses on direct mail, mass media, developing a marketing plan and program evaluation. A book for professionals, this is unlikely to interest general readers. (Oct.)
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Product Details

  • ISBN-13: 9780029184615
  • Publisher: Free Press
  • Publication date: 10/30/1989
  • Edition description: Older Edition
  • Pages: 401
  • Product dimensions: 6.50 (w) x 9.61 (h) x 1.31 (d)

Meet the Author

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Dr. Kotler is currently one of Kotler Marketing Group's several consultants.

He is known to many as the author of what is widely recognized as the most authoritative textbook on marketing: Marketing Management, now in its 13th edition. He has also authored or co-authored dozens of leading books on marketing: 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; and The Marketing of Nations.

Dr. Kotler presents continuing seminars on leading marketing concepts and developments to companies and organizations in the U.S., Europe and Asia. He participates in KMG client projects and has consulted to many major U.S. and foreign companies—including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorola—in the areas of marketing strategy and planning, marketing organization, and international marketing.

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Table of Contents

PART I: UNDERSTANDING SOCIAL MARKETING

1. Defining Social Marketing

2. Outlining the Strategic Planning Process

3. Discovering Keys to Success

PART II: ANALYZING THE SOCIAL MARKETING ENVIRONMENT

4. Determining Research Needs and Resources

5. Mapping the Internal and External Environment

PART III: ESTABLISHING TARGET AUDIENCES, OBJECTIVES, GOALS

6. Selecting Target Audiences

7. Setting Objectives and Goals

8. Deepening Our Understanding of Target Audiences and the Competition

PART IV: DEVELOPING SOCIAL MARKETING STRATEGIES

9. Product: Designing the Market Offering

10. Price: Managing Costs of Behavior Change

11. Place: Making the Social Marketing Product Available

12. Promotion: Creating Messages

13. Promotion: Choosing Communications Channels

PART V: MANAGING SOCIAL MARKETING PROGRAMS

14. Developing an A Plan for Evaluation and Monitoring

15. Establishing Budgets and Finding Funding Sources

16. Completing an Implementation Plan and Sustaining Behavior

17. Making Ethical Decisions

APPENDIX(ES)

GLOSSARY

INDEX

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