Social marketing : influencing behaviors for good

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Title:

Author:

Lee, Nancy, 1932-

ISBN:

9781412981491

Personal Author:

Lee, Nancy, 1932-

Edition:

4th ed.

Publication Information:

Thousand Oaks, Calif. : SAGE Publications, c2011.

Physical Description:

xi, 502 p. : ill. ; 24 cm.

General Note:

Prev. ed. entered under: Kotler, Philip.

Contents:

Machine generated contents note: pt. I Understanding Social Marketing -- ch. 1 Defining Social Marketing -- Marketing Highlight. Sustainable Malaria Prevention: NetMark's Success Story in Africa (1999--2009) -- What Is Social Marketing? -- Where Did the Concept Originate? -- How Does Social Marketing Differ From Commercial Marketing? -- How Does Social Marketing Differ From Nonprofit Marketing, Public Sector Marketing, and Cause Promotions? -- What Is Social Marketing's Unique Value Proposition? -- Who Does Social Marketing? -- What Social Issues Can Benefit From Social Marketing? -- What Are Other Ways to Impact Social Issues? -- What Is the Social Marketer's Role in Influencing Upstream Factors and Midstream Audiences? -- Chapter Summary -- Marketing Dialogue. When Is Social Marketing "Social Marketing"? When Is It Something Else? -- ch. 2 10 Steps in the Strategic Marketing Planning Process -- Marketing Highlight. Scooping the Poop in Austin, Texas (2001--2009) --

Contents note continued: Marketing Planning: Process and Influences -- 10 Steps to Developing a Social Marketing Plan -- Why Is a Systematic, Sequential Planning Process Important? -- Where Does Marketing Research Fit in the Planning Process? -- Chapter Summary -- Marketing Dialogue. Social Marketing Contributes to Social Good ("Good" Defined by Whom?) -- ch. 3 16 Tips for Success -- Marketing Highlight. Reducing "Drink Driving" in Australia (2003--2009) -- 16 Tips for Success -- Chapter Summary -- Marketing Dialogue. The Seatbelt Man -- pt. II Analyzing the Social Marketing Environment -- ch. 4 Determining Research Needs and Options -- Marketing Highlight. Increasing Family Planning in Pakistan (2007) -- Major Research Terminology -- Steps in Developing a Research Plan -- Research "That Won't Break the Bank" -- Chapter Summary -- Research Highlight. The "Yes" Initiative for Youth Employment in Maldives (2007) --

Contents note continued: ch. 5 Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis -- Marketing Highlight. Reducing Diarrheal Disease in India: The ORS-Zinc Solution (2008--2010) -- Step 1 Describe the Background, Purpose, and Focus of Your Plan, and Step 2 Conduct a Situation Analysis -- Ethical Considerations When Choosing a Focus for Your Plan -- Chapter Summary -- Research Highlight. Focus Groups to Inform Nuestro Barrio: An Edutainment Soap Opera (2006) -- pt. III Selecting Target Audiences, Objectives, and Goals -- ch. 6 Segmenting, Evaluating, and Selecting Target Audiences -- Marketing Highlight. Reducing Tobacco Use in the United States: Legacy's Small Innovative Grants Program Recognizes "One Size Never Fits All" (2010) -- Step 3 Select Target Audiences -- Steps Involved in Selecting Target Audiences -- Variables Used to Segment Markets -- Criteria for Evaluating Segments -- How Target Audiences Are Selected --

Contents note continued: What Approach Should Be Chosen? -- Ethical Considerations When Selecting Target Audiences -- Chapter Summary -- Research Highlight. "You Know Different": Barriers and Benefits Research Informing a Youth HIV Testing Campaign (2005) -- ch. 7 Setting Behavior Objectives and Goals -- Marketing Highlight. Seafood Watch: Influencing Sustainable Seafood Choices (2010) -- Step 4 Set Objectives and Target Goals -- Behavior Objectives -- Knowledge and Belief Objectives -- Target Goals -- Objectives and Target Goals Are Only a Draft at This Step -- Objectives and Target Goals Will Be Used for Campaign Evaluation -- Ethical Considerations When Setting Objectives and Target Goals -- Chapter Summary -- Research Highlight: Reducing Tractor Rollover Injuries and Deaths: A Social Marketing Approach That Makes It Look Easy (2006) -- ch. 8 Identifying Barriers, Benefits, the Competition, and Influential Others --

Contents note continued: Marketing Highlight. Be Active: An Award-Winning Program in Birmingham, England (2008--2010) -- Step 5 Identify Target Audience Barriers, Benefits, the Competition, and Influential Others -- What More Do You Need to Know About the 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 -- Chapter Summary -- Research Highlight. Reducing Drinking and Driving in Montana: Evaluating a Social Norms Approach (2003) -- pt. IV Developing Social Marketing Strategies -- ch. 9 Crafting a 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) -- Positioning Defined -- Step 6 Develop a Positioning Statement -- Behavior-Focused Positioning -- Barriers-Focused Positioning --

Contents note continued: Benefits-Focused Positioning -- Competition-Focused Positioning -- Repositioning -- How Positioning Relates to Branding -- Ethical Considerations When Developing a Positioning Statement -- Chapter Summary -- Research Highlight. Stopping Aquatic Hitchhikers: A Branding Strategy (2010) -- ch. 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 Develop the Social Marketing Product Platform -- Branding -- Ethical Considerations Related to Creating a Product Platform -- Chapter Summary -- Research Highlight. Ethnographic Research to Study the Use of Water Treatment Devices in Andhra Pradesh, India: PATH's Safe Water Project (2006--2011) -- ch. 11 Price: Determining Monetary and Nonmonetary Incentives and Disincentives -- Marketing Highlight. Increasing Water Availability in Jordan Using Financial Incentives (2010) --

Contents note continued: Price: The Second "P" -- Step 7 Determine Monetary and Nonmonetary Incentives and Disincentives -- Setting Prices for Tangible Objects and Services -- Ethical Considerations Related to Pricing Strategies -- Chapter Summary -- Research Highlight. Formative Research: Decreasing Use of Plastic Bags and Increasing Use of Reusable Bags in Ireland (2002--2004) -- ch. 12 Place: Making Access Convenient and Pleasant -- Marketing Highlight. Recycling Made Easy in Cape Town, South Africa (2008) -- Place: The Third "P" -- Step 7 Develop the Place Strategy -- Managing Distribution Channels -- Ethical Considerations When Selecting Distribution Channels -- Chapter Summary -- Research Highlight. Bicycling in the Netherlands: What Went Right? (2010) -- ch. 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" --

Contents note continued: A Word About the Creative Brief -- Message Strategy -- Messenger Strategy -- Creative Strategy -- Pretesting -- Ethical Considerations When Deciding on Messages, Messengers, and Creative Strategies -- Chapter Summary -- Research Highlight. "No Junk Mail" in Bayside City, Australia: Personal Interviews and Observation Research (2009) -- ch. 14 Promotion: Selecting Communication Channels -- Marketing Highlight. Using Text Messaging to Improve Health: A Successful Pilot for Reducing Obesity (2008--2009) -- Promotion: Selecting Communication Channels -- Traditional Media Channels -- Nontraditional and New Media Channels -- Factors Guiding Communication Channel Decisions -- Ethical Considerations When Selecting Communication Channels -- Chapter Summary -- Research Highlight. Financial Literacy Road Shows in Ghana: A Qualitative Impact Assessment to Inform Future Efforts (2007--2008) -- pt. V Managing Social Marketing Programs --

Contents note continued: ch. 15 Developing a Plan for Monitoring and Evaluation -- Marketing Highlight. Evaluating a Commitment Contract for Smoking Cessation in the Philippines (2006) -- Step 8 Develop 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 -- Chapter Summary -- Research Highlight. Increasing Breast Cancer Screening Rates in Tokyo, Japan: Demonstrating the Benefits of Monitoring Efforts to Reach Goals (2009--2010) -- ch. 16 Establishing Budgets and Finding Funding -- Marketing Highlight. The Heart Truth: Mobilizing Partners to Help Spread the Word (2002--2010) -- Step 9 Establish Budgets and Find Funding Sources -- Determining Budgets -- Justifying the Budget -- Finding Sources for Additional Funding -- Appealing to Funders -- Revising Your Plan --

Contents note continued: Ethical Considerations When Establishing Funding -- Chapter Summary -- ch. 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 Complete an Implementation Plan -- Phasing -- Sustainability -- Sharing and Selling Your Plan -- Ethical Considerations When Implementing Plans -- Chapter Summary -- Research Highlight. Turn It Off: An Anti-idling Campaign (2007).

Subject Term:

Social marketing.

Behavior modification.

Added Author:

Kotler, Philip.

Kotler, Philip. Social marketing.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025584109	658.8 L479S 2011	1	Searching... Unknown

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Summary

The Fourth Edition of Social Marketing is the definitive textbook for the planning and implementation of programs designed to bring about social change. No other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action. It provides a solid foundation of fundamental marketing principles and techniques, and then expands them to illustrate techniques specific to practitioners and agencies with missions to enhance public health, prevent injuries, protect the environment, and motivate community involvement.This book is coauthored by arguably the most influential individual in the field of marketing, Philip Kotler, who coined the term "social marketing" in 1971 (with Gerald Zaltman) and Nancy R. Lee, a preeminent lecturer, consultant, and author in social marketing.

Key Features:

- Presents an introductory case for each chapter, and a concluding case for a majority of chapters to demonstrate for students why and how social marketing works.

- Enhances understanding with chapter summaries of key points and questions for discussion.

- Provides a step-by-step guide to developing a marketing plan, with chapters presented sequentially to support planning development and the inclusion of worksheets in the appendix;

- It incorporates contributions from a range of internationally known social marketers who provide real cases to set the stage for each chapter. Past contributors have included individuals from the CDC, National Centre for Social Marketing, AARP, the Office of National Drug Control Policy, and others.