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Full Description
Nancy R Lee and Philip Kotler (who coined the term 'social marketing' in 1971 with Gerald Zaltman) demonstrate how traditional marketing principles are successfully applied to campaigns to improve health, decrease injuries, protect the environment, build communities and enhance financial well-being. The Fifth Edition contains over 25 new cases highlighting the 10-step planning model, and a new chapter describing major theories, models and frameworks that inform social marketing strategies and inspire social marketers.
Contents
Part 1Chapter 1: Defining And Distinguishing Social MarketingMarketing Highlight: Ending Polio in IndiaWhat is Social Marketing?Where Did the Concept Originate?How Does Social Marketing Differ From Commercial Marketing?How Does Social Marketing Differ From Other Related Disciplines, Behavior Change Theories and Models, and Promotional Tactics?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?When Is Social Marketing "Social Marketing"? When Is It Something Else?Chapter 2: 10 Steps In The Strategic Marketing Planning ProcessMarketing Highlight: Water SenseMarketing Planning: Process and Influences10 Steps to Developing a Social Marketing PlanWhy Is a Systematic, Sequential Planning Process Important?Where Does Marketing Research Fit in the Planning Process?Marketing DialoguePart 2: Analyzing The Social Marketing EnvironmentChapter 3: Determining Research Needs And OptionsMarketing Highlight: Decreasing Use of Mobile Phones While DrivingMajor Research TerminologySteps In Developing a Research PlanResearch "That Won't Break the Bank"Chapter 4: Choosing A Social Issue, Purpose And Focus For Your Plan And Conducting A Situation AnalysisMarketing Highlight: Every Child By TwoStep 1: Describe the Social Issue, Background, Purpose, and Focus of Your Plan, and Step 2: Conduct a Situation Analysis (SWOT)Ethical Considerations When Choosing a Focus for Your PlanPart 3: Selecting Target Audiences, Objectives, and GoalChapter 5: Segmenting, Evaluating, And Selecting Target AudiencesMarketing Highlight: Increasing Alternative Transportation by Targeting a Group Open to ChangeStep 3: Select Target AudiencesSteps Involved in Selecting Target AudiencesVariables Used to Segment MarketsCriteria for Evaluating SegmentsHow Target Audiences Are SelectedWhat Approach Should Be Chosen?Ethical Considerations When Selecting Target AudiencesChapter 6: Setting Behavior Objectives And Target GoalsMarketing Highlight: Reducing Deaths at Railroad Crossings in IndiaStep 4: Set Behavior Objectives and Target GoalsBehavior ObjectivesKnowledge and Belief ObjectivesTarget GoalsObjectives and Target Goals Are Only a Draft at This StepObjectives and Target Goals Will Be Used for Campaign EvaluationEthical Considerations When Setting Objectives and Target GoalsChapter 7: Identifying Barriers, Benefits, Motivators, The Competition, And Influential OthersMarketing Highlight: Reducing Litter in Texas: Don't mess with Texas (R)'s New "CANpaign"Step 5: Identify Target Audience Barriers, Benefits, Motivators, the Competition, and Influential OthersWhat More Do You Need to Know About the Target Audience?How Do You Learn More From and About the Target Audience?How Will This Help Develop Your Strategy?Potential Revision of Target Audiences, Objectives, and GoalsEthical Considerations When Researching Your Target AudienceChapter 8: Tapping Behavior Change Theories, Models, And FrameworksMarketing Highlight: Preventing Domestic Violence Among Women in West Africa A Social Norms ApproachInforming Audience Segmentation and SelectionInforming Behavior Selection and GoalsDeepening Understanding of Audience Barriers, Benefits, Motivators, The Competition and Influential OthersInspiring Development of Social Marketing Mix StrategiesPart 4: Developing Social Marketing StrategiesChapter 9: Crafting A Desired PositioningMarketing Highlight: truthPositioning DefinedBehavior-Focused PositioningBarriers-Focused PositioningBenefits-Focused PositioningCompetition-Focused PositioningRepositioningHow Positioning Relates To BrandingEthical Considerations When Developing a Positioning StatementChapter 10: Product: Creating A Product PlatformMarketing Highlight: Increasing Pet Adoption with Meet Your MatchProduct: The First "P"Step 7: Develop the Social Marketing Product PlatformDesign ThinkingBrandingEthical Considerations Related to Creating a Product PlatformChapter 11: Price: Determining Monetary And Nonmonetary Incentives And DisincentivesMarketing Highlight: Reducing Tobacco Use through Commitment ContractsStep 7: Determine Monetary and Nonmonetary Incentives and DisincentivesMore On Commitments and PledgesSetting Prices for Tangible Goods and ServicesEthical Considerations Related to Pricing StrategiesChapter 12: Place: Making Access Convenient And PleasantMarketing Highlight: Books: The Ultimate Toy for Toddlers & Lucie and Andre Chagnon FoundationPlace: The Third "P"Step 7: Develop the Place StrategySocial FranchisingEthical Considerations When Selecting Distribution ChannelsChapter 13: Promotion: Deciding On Messages, Messengers, And Creative StrategiesMarketing Highlight: Seafood Watch (R): Influencing Sustainable Seafood ChoicesPromotion: The Fourth "P"A Word About the Creative BriefMessage StrategyMessenger StrategyCreative StrategyPretestingEthical Considerations When Deciding on Messages, Messengers, and Creative StrategiesChapter 14: Promotion: Selecting Communication ChannelsMarketing Highlight: Increasing Blood Donations in Australia Using Social Media and MorePromotion: Selecting Communication ChannelsTraditional Media ChannelsNontraditional and New Media ChannelsFactors Guiding Communication Channel DecisionsEthical Considerations When Selecting Communication ChannelsPart 5: Managing Social Marketing ProgramsChapter 15: Developing A Plan For Monitoring And EvaluationMarketing Highlight: ParticipACTIONStep 8: Develop a Plan for Monitoring and EvaluationWhy 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 PlanningChapter 16: Establishing Budgets And Finding FundingMarketing Highlight: Increasing Funding through Corporate Social MarketingStep 9: Establish Budgets and Finding Funding SourcesDetermining BudgetsJustifying The BudgetFinding Sources for Additional FundingAppealing to FundersRevising Your PlanEthical Considerations When Establishing FundingChapter 17: Creating An Implementation Plan And Sustaining BehaviorMarketing Highlight: Improving Water Quality and Protecting Fish and Wildlife Habitats In Puget Sound and Chesapeake BayStep 10: Complete an Implementation PlanPhasingSustainabilityAnticipating Forces Against ChangeSharing and Selling Your PlanEthical Considerations When Implementing Plans
