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Social Marketing
Behavior Change for Social Good
Sixth Edition
- Nancy R. Lee - University of Washington and Social Marketing Services, Inc., USA
- Philip Kotler - Northwestern University, USA
January 2019 | 624 pages | SAGE Publications, Inc
Successful social marketing holds the power to change the world.
For almost two decades, Social Marketing: Behavior Change for Social Good has been the definitive guide for designing and implementing memorable social marketing campaigns. Bestselling authors Nancy R. Lee and Philip Kotler present a proven 10 Step Strategic Social Marketing Planning Model and guides students and practitioners through each stage of the process. The new Sixth Edition is packed with more than 25 new cases and dozens of new examples related to today's most pressing social problems including the opioid epidemic, climate change, youth suicide, and more. The new edition also includes significantly expanded coverage of social media. Whether your students are on a mission to improve public health, protect the environment, or galvanize their community, they will find Social Marketing an invaluable resource.
For almost two decades, Social Marketing: Behavior Change for Social Good has been the definitive guide for designing and implementing memorable social marketing campaigns. Bestselling authors Nancy R. Lee and Philip Kotler present a proven 10 Step Strategic Social Marketing Planning Model and guides students and practitioners through each stage of the process. The new Sixth Edition is packed with more than 25 new cases and dozens of new examples related to today's most pressing social problems including the opioid epidemic, climate change, youth suicide, and more. The new edition also includes significantly expanded coverage of social media. Whether your students are on a mission to improve public health, protect the environment, or galvanize their community, they will find Social Marketing an invaluable resource.
Foreword
Acknowledgments
About the Authors
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, 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: Product: Creating a Product Platform
CHAPTER 11. Step 7: Price: Determining Incentives and Disincentives
CHAPTER 12. Step 7: Place: Making Access Convenient and Pleasant
CHAPTER 13. Step 7: Promotion: Deciding on Messages, Messengers, and Creative Strategies
CHAPTER 14. Step 7: Promotion: Selecting Communication Channels
PART IV. MANAGING SOCIAL MARKETING PROGRAMS
CHAPTER 15. Step 8: Monitoring and Evaluation
CHAPTER 16. Step 9: Budget and Funding Plans
CHAPTER 17. Step 10: Implementation and Sustaining Behaviors Plans
Epilogue
Appendix A: Social Marketing Planning Worksheets
Appendix B: Sample Social Marketing Plans
Appendix C: Additional Planning Models
Appendix D: Social Marketing Resources
Appendix E: History Annex
Appendix F: Courses
Appendix G: International Social Marketing Association’s
Academic Competencies
References
Index
Supplements
Instructor Resources
study.sagepub.com/lee6e
Password-protected Instructor Resources include the following:
- A Microsoft® Word® test bank, written by Nancy R. Lee, is available containing multiple choice, true/false, short answer, and essay questions for each chapter. The test bank provides you with a diverse range of pre-written options as well as the opportunity for editing any question and/or inserting your own personalized questions to effectively assess students’ progress and understanding.
- Chapter-specific discussion questions help launch classroom interaction by prompting students to engage with the material and by reinforcing important content.
- Social Marketing Planning Worksheets: Appendix A from the printed text will be made available online in an easily-downloadable format for worksheets and hand-outs.
- Syllabus provides a sample to start with to customize for your classes.
- Power Point presentations to assist with lecture preparation
“This practical, step-by-step book will give your students the skills they need to walk out of the classroom and start making a difference in their own communities by developing well-researched and theoretically grounded campaigns.”
Western Illinois University
“It is the seminal textbook for social marketing.”
Texas State University
“The ‘go to’ book for developing social change programs”
“Social Marketing: Behavior Change for Social Good effectively balances social marketing theory with practical application strategies. I recommend this textbook for social or nonprofit marketing courses.”
Saint Mary’s University of Minnesota
“This book is THE comprehensive authority on social marketing by two highly respected key scholars in the field. Your students will find this pragmatic textbook engaging and easy to read. The level of detail and planning exercises will give your students the skills they need to conduct social marketing projects of their own.”
Drexel University
“This is the quintessential textbook for social marketing. The book is reader friendly with excellent examples from the field!”
University of Toledo
“Lee’s and Kotler’s social marketing textbook is your number one resource on learning how to become a social marketer. Its process model and tools are the quintessential for developing effective social marketing programs.”
Griffith University
I needed two chapters from this text. I bought the paper version to share on my LMS.
Business Public Policy Dept, Dominican University
September 14, 2020
Love this text. Used it before. Wanted the most recent version for my student.
health sciences, Georgia College/State Univ
August 2, 2020
Sample Materials & Chapters
1: Defining and Distinguishing Social Marketing
2: The 10 Step Strategic Planning Process