Pub. Date:
SAGE Publications
Pub. Date:
SAGE Publications
Social Marketing in India / Edition 1

Social Marketing in India / Edition 1

by Sameer Deshpande, Nancy R. Lee Sameer Deshpande


Current price is , Original price is $27.99. You

Temporarily Out of Stock Online

Please check back later for updated availability.


This book, an adaptation of Nancy R. Lee and Philip Kotler’s highly successful book Social Marketing: Influencing Behaviors for Good, 4th Edition, is structured around the ten-step marketing planning process that trains and encourages those in positions responsible for influencing public behaviors to undertake a systematic and comprehensive approach to behaviour change rather than jumping to the stage of producing just ads or distributing condoms. The book will convince readers when employing social marketing, it takes more than this. The book illustrates the planning process, importance of research, and related concepts through numerous examples that are of high quality and diverse contexts. It is one of the first books to bring together excellent social marketing thoughts related to the Indian situation at one place. Through these discussions, the book proposes new ways to address old problems related to public health, injury prevention, environment protection, community harmony, and financial well-being. In a nutshell, if you want to learn how to fix India’s problems, this book is for you.

Related collections and offers

Product Details

ISBN-13: 9788132113577
Publisher: SAGE Publications
Publication date: 01/15/2014
Edition description: First Edition
Pages: 438
Product dimensions: 7.10(w) x 9.40(h) x 0.90(d)

About the Author

Sameer Deshpande, Ph.D., is an Associate Professor of Marketing in the Faculty of Management and a member of the Center for Socially Responsible Marketing at the University of Lethbridge, Canada. Sameer grew up and completed his initial schooling in Mumbai. He completed his undergraduate in R.A. Podar College of Commerce and Economics, University of Mumbai, and Post Graduate Diploma in Advertising and Communications Management at the Narsee Monjee Institute of Management Studies. After working for a couple of years in Trikaya Grey advertising as a media planner for various brands including Pantene shampoo and Old Spice aftershave of Procter & Gamble, he moved to the United States to complete his M.A. and Ph.D. in communication at the University of Wisconsin-Madison. During his Wisconsin days he was exposed to the world of social marketing thanks primarily to the guidance offered by the marketing professor, Michael Rothschild.

Over past 15 years Sameer has worked on numerous social marketing research projects. These have included understanding application of marketing principles to promote a variety of behaviors including responsible alcohol use among college students, alternative rides to reduce driving after drinking among young adult men, alcohol abstinence among pregnant women, hand hygiene among health-care workers, and condom use among men of reproductive age. In addition to conducting research and publishing its findings in academic journals, Sameer has also conducted training programs and offered consultancy on social marketing topics to nonprofit, government, and corporate sector in India, Canada, Australia, United States, and United Kingdom.

Please contact him with your thoughts on the book at or

Nancy R. Lee, MBA, is president of Social Marketing Services, Inc., in Seattle, Washington, a strategic advisor for social marketing campaigns at C+C in Seattle, and teaching associate at the University of Washington , where she teaches social marketing in the MPA program. With more than 30 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. 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 (Uganda, Jordan, South Africa, Ghana, Ireland, Australia, Singapore, Canada, Indonesia, India, Venezuela, Haiti) for more than 4,000 public sector employees involved in developing 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, wildfire prevention, and tobacco control.

Ms. Lee has coauthored ten 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 and 2011); Social Marketing: Changing Behaviors for Good (2016): GOOD WORKS! Marketing and Corporate Initiatives That Build A Better World . . . And The Bottom Line (2012); Up and Out of Poverty: The Social Marketing Solution (2009); Social Marketing in Public Health (2010); and Social Marketing to Protect the Environment (2011). More recently, she authored a book Policymaking for Citizen Behavior Change: A Social Marketing Approach (2017). 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

Table of Contents

Foreword Philip Kotler
Defining Social Marketing
10 Steps in the Strategic Marketing Planning Process
16 Tips for Success
Determining Research Needs and Options
Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis
Segmenting, Evaluating, and Selecting Target Audiences
Setting Behavior Objectives and Goals
Identifying Barriers, Benefits, the Competition, and Influential Others
Crafting a Desired Positioning
Product: Creating a Product Platform
Price: Determining Monetary and Nonmonetary Incentives and Disincentives
Place: Making Access Convenient and Pleasant
Promotion: Deciding on Messages, Messengers, and Creative Strategies
Promotion: Selecting Communication Channels
Developing a Plan for Monitoring and Evaluation
Establishing Budgets and Finding Funding
Creating an Implementation Plan and Sustaining Behavior
Appendix: Social Marketing Planning Worksheets
Name Index
Subject Index

Customer Reviews