Description
Book SynopsisSuccessful social marketing holds the power to change the world.
Social Marketing: Behavior Change for Good, 7th Editionis the definitive guide for designingand implementing memorable social marketingcampaigns. Authors Nancy R. Lee, Philip Kotler, and Julie Colehour present a proven 10-step strategic marketingplan and guides students through each stage of the process. The 7th Edition is packed with 12 new casesand 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 includessignificantly expanded coverage ofsocial media. Whether your students are on a mission to improve public health, protect the environment, or galvanizetheir community, they will find Social Marketing an invaluable resource.
Table of ContentsForeword 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
