Summary
This book turns social marketing into a step-by-step process so that anyone can plan and execute an effective social marketing campaign. Actual cases and research efforts richly support each of the eight steps in the process. Included in the text are more than 25 in-depth cases, about 100 examples of social marketing campaigns, and ten research highlights to represent the scope of research methodologies. The appendix includes worksheets for each step to complete a marketing plan for students and practitioners.
The methodologies in this text have been classroom tested and refined by students who prepared marketing campaigns using this eight step planning process.
"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."
¾ 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."
¾ 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."
¾ 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."
¾ Rebecca Brookes
Planned Parenthood of Northern New England
Vice President, Marketing & Communications and social marketing consultant"The book pulls it all together¾ 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." ¾ Cecilia Cabañero-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."
¾ Michael Baldwin, Adjunct Professor, Mark Hatfield School of Government
Portland State University
Lecturer, Daniel Evans School of Public Affairs, University of Washington
