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Full Description
Social Marketing: Concepts, Strategies, and Community Applications is a comprehensive guide that blends theory and practice to explore the evolving role of marketing in driving social change. This book is designed for students, development professionals, extension workers, and social communicators involved in community development, public health, education, and behavior change communication.
Beginning with the philosophy and principles of social marketing, the book clearly distinguishes it from commercial marketing and lays the foundation for audience-centered intervention planning. Readers are introduced to classic models, marketing mix strategies (4Ps), and problem analysis frameworks to identify and address pressing social issues.
Chapters guide learners through the entire social marketing processfrom field-based knowledge testing and community problem identification to strategy planning, digital media integration, publicity campaigns, and impact evaluation. A step-by-step approach ensures that readers understand how to design, implement, and assess social marketing programmes effectively.
The book emphasizes participatory tools such as focus group discussions, rallies, and community mobilization, highlighting the importance of feedback, field testing, and cultural relevance. Practical sections on report writing, oral presentation, and campaign management equip students with the skills needed for real-world communication.
Structured to align with the learning needs of rural development, mass communication, and extension education programs, this book is both a classroom resource and a hands-on field manual for advancing social change through strategic marketing.
Contents
1 Social Marketing Concept, Need Philosophy
2 Difference Between Commercial and Social Marketing
3 Principles and Importance of Social Marketing in Development
4 Marketing Mix of Social Marketing
5 Models of Social Marketing
6 Role and Strategies for Digital Marketing in Community Development
7 Social Marketing Process
8 Assessment and Analysis of the Social Marketing Problems
9 Planning for Social Marketing Strategies based on the Identified Problems
10 Execution of Social Marketing Programme
11 Planning for Publicity Campaign
12 Execution of Publicity Campaign
13 Evaluation of Social Marketing Programme Reporting
14 Focus Group Discussion with Groups/Community to identify Social Problems
15 Scanning Social Market Situation Opportunities Constraints
16 Planning for Social Marketing Strategy based on the problems
17 Marketing Mix Strategies (4Ps)
18 Designing and Pricing Social Products
19 Seven Step Model of Social Marketing
20 Pre-Knowledge Test at Field Level
21 Rally on Selected Social Issue at Selected Village
22 Post Knowledge Test at Field Level
23 Art of Report Writing in Social Marketing
24 Art of Oral Presentation in Advertising Social Marketing
