Julie Colehour & Nancy R. Lee 
Social Marketing 
Behavior Change for Good

Successful social marketing holds the power to change the world.  
Social Marketing: Behavior Change for Good, 7th Edition is the definitive guide for designing and implementing memorable social marketing campaigns. Authors Nancy R. Lee, Philip Kotler, and Julie Colehour present a proven 10-step strategic marketing plan and guides students through each stage of the process. The 7th Edition is packed with 12 new cases and dozens of new examples related to today′s most pressing social problems including the COVID-19 pandemic, natural disasters, equity and inclusion, and homelessness. The new edition also includes significantly expanded coverage of social media. Whether your students are on a mission to improve public health,   protect the environment, or galvanize their community, they will find Social Marketing an invaluable resource.

Tabella dei contenuti

Foreword

Part I • Understanding Social Marketing

CHAPTER 1 • Defining and Distinguishing Social Marketing

CHAPTER 2 • 10-Step Strategic Planning Model

CHAPTER 3 • Research Options

CHAPTER 4 • Behavior Change Theories, Models, and Frameworks

Part II • Determining Plan Purpose, Focus, Audience, Behaviors, Insights

CHAPTER 5 • Steps 1 & 2: Social Issue, DEI Considerations, Purpose, Focus, Situation Analysis

CHAPTER 6 • Step 3: Selecting Priority Audiences

CHAPTER 7 • Step 4: Behavior Objectives and Target Goals

CHAPTER 8 • Step 5: Audience Insights

Part III • Developing Marketing Intervention Strategies

CHAPTER 9 • Step 6: Crafting a Desired Positioning

CHAPTER 10 • Step 7.1: Product: Creating a Product Platform

CHAPTER 11 • Step 7.2: Price: Determining Incentives and Disincentives

CHAPTER 12 • Step 7.3: Place: Making Access Convenient and Pleasant

CHAPTER 13 • Step 7.4: Promotion: Deciding on Messages, Messengers, Creative Strategies, and Communication Channels

Part IV • Managing Social Marketing Programs

CHAPTER 14 • Step 8: Monitoring and Evaluation

CHAPTER 15 • Step 9: Budget and Funding Plans

CHAPTER 16 • Step 10: Implementation and Sustaining Behaviors Plans

Epilogue

Appendix

References

Index

Circa l’autore

Philip Kotler, is the S. C. Johnson & Son Distin­guished Professor of International Marketing emeritus at the Kellogg School of Management, Northwestern University, Evanston, Illinois. Kellogg was twice voted Best Business School in Business Week’s survey of U.S. business schools. It is also rated 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 Ph.D. 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 or co-author of  90 books including Marketing Management,  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; Marketing 3.0; Good Works; Market Your Way to Growth; Winning Global Markets; Kotler on Marketing; Confronting Capitalism; Democracy in Decline: and Advancing the Common Good. He has published over 170 articles in leading journals, several of which have received best-article awards. Professor Kotler was the first recipient of the Distinguished Marketing Educator Award (1985) given by the American Marketing Association (AMA). 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, Sales and Marketing Executives International (SMEI) named him Marketer of the Year. In 2012 he received the William L. Wilkie “Marketing for a Better World: Award of the American Marketing Association Foundation (AMAF).” In 2014, he was inducted into the AMA Marketing Hall of Fame. He was the first chosen Legend in Marketing and his work was published and reviewed in nine volumes. 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 was 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 22 honorary doctoral degrees from Stockholm University, University of Zurich, Athens University of Economics and Business, De Paul Unive