Social Marketing: Improving the Quality of Life
ISBN No. 9780761924340
No.of pages 456
'As this book attests, social marketing is an extremely powerful set of concepts and tools that can accomplish much to relieve the pain and suffering of populations around the world and to address social problems that have their roots in undesirable behaviors. We are fortunate to have some of the best thinkers and writers in our field-such as represented in this volume-committed to making this happen' - From the Foreword, Alan R Andreasen, Georgetown University 'This Second Edition of Social Marketing pulls it all together-new science and new practice. Hopefully, this will become the standard on which we can all build a solid future for tomorrow's programs of social change' - William A Smith, Executive Vice President, Academy for Educational Development 'Professor Kotler's dynamic team of marketers has created a valuable, comprehensive textbook. Didactic information is supplemented with marketing and research highlights that provide students with real-world examples of how social marketing is used to influence behavior change.This well-crafted text is an important resource for anyone teaching, studying, or working in the social change arena'- Carol A Bryant Co-Director Florida Prevention Research Center at the University of South Florida 'This is perhaps the most comprehensive and well thought-out compilation of information for social marketing I've seen. A great blueprint for developing, implementing, and evaluating social marketing programs' - Scott B Downing, American Cancer Society, Atlanta, GA, Marketing Director, Brand Development 'This book provides a rich concentration of social marketing theory and experience, from classic examples to the current thinking in the field. In clear language, with over 100 examples, this text gives both experienced and novice social marketers a blueprint for creating a social marketing plan that transforms theory into doable programs' - Rebecca Brookes, Planned Parenthood of Northern New England, Vice President, Marketing & Communications and social marketing consultant 'The book pulls it all togetherA key concepts, case studies, and a step-by-step process for developing social marketing programs.World Bank supported programs and indeed all development practitioners can benefit from the ideas and concepts put forward by the authors' - Cecilia Cabanero-Verzosa, World Bank, Head, Knowledge and Capacity-Building Unit Development Communication External Affairs Vice-Presidency 'This is an inspiring and wonderfully written textbook which I plan to use as required reading for my courses in the future. It will serve as a strong motivator for students to think outside the box about creative solutions to social problems' - Michael Baldwin, Adjunct Professor, Mark Hatfield School of Government, Portland State University, Lecturer, and Daniel Evans School of Public Affairs, University of Washington The authors provide a fully revised and updated Second Edition of the bestselling benchmark work.It is a comprehensive, multidisciplinary guide for planning and implementing social and behavioural campaigns in the health and social sectors: -offering the most up-to-date coverage in the field, the authors show how organizations devoted to social change can use commercial marketing concepts and tools to effectively influence the beliefs, attitudes, and actions of individuals - taking a hands-on approach, students and professionals are taken through the entire process of putting together a successful campaign which includes: analysing the environment, establishing target audiences, objectives and goals, designing market strategies, and developing a plan for evaluation and monitoring - each chapter contains case highlights, written by professionals from a wide range of agencies and organizations. They give readers an insight into the capabilities of their own organizations and the political and economic realities surrounding them.This important new work also contains clear and helpful aids that target both the student and professional needs Helpful features that include key chapter questions, chapter overviews, end of chapter summaries, terms and concepts and many more It is engrossing, easy to use and informative with an extensive collection of graphics and photographs that reinforce important concepts. Additionally, an appendix includes worksheets that show the step by step process of creating a social marketing campaign. This is a 'Must Have' for all those involved in the fields of marketing, health and communication.
Table of contentsForeword - 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
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