Social Marketing: Changing Behaviors for Good - Softcover

Lee, Nancy R.; Kotler, Philip

Softcover

ISBN 10: 1452292140 ISBN 13: 9781452292144

Publisher: SAGE Publications, Inc, 2015

Synopsis

Turning Principle into Practice  

Social Marketing: Changing Behaviors for Good is the definitive textbook for the planning and implementation of programs designed to influence social change. No other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action. Nancy R. Lee (a preeminent lecturer, consultant, and author in social marketing) and Philip Kotler (an influential individual in the field who coined the term "social marketing" in 1971 with Gerald Zaltman) demonstrate how traditional marketing principles and techniques are successfully applied to campaigns and efforts to improve health, decrease injuries, protect the environment, build communities and enhance financial well-being. The Fifth Edition contains more than 26 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.

About this title

About the Author

Nancy R. Lee, MBA, is president of Social Marketing Services, Inc., in Seattle, Washington, a strategic advisor for social marketing campaigns at  C+C in Seattle, and  teaching associate at the University of Washington , where she teaches social marketing in the MPA program. With more than 30 years of practical marketing experience in the public and private sectors, Ms. Lee has held numerous corporate marketing positions, including vice president and director of marketing for Washington State’s second-largest bank and director of marketing for the region’s Children’s Hospital and Medical Center.

Ms. Lee has consulted with more than 100 nonprofit organizations and has participated in the development of more than 200 social marketing campaign strategies for public sector agencies. Clients in the public sector include the Centers for Disease Control and Prevention (CDC), Environmental Protection Agency (EPA), Washington State Department of Health, Office of Crime Victims Advocacy, county Health and Transportation Departments, Department of Ecology, Department of Fisheries and Wildlife, Washington Traffic Safety Commission, City of Seattle, and Office of Superintendent of Public Instruction. Campaigns developed for these clients targeted issues listed below:

·      Health: teen pregnancy prevention, HIV/AIDS prevention, nutrition education, sexual assault, diabetes prevention, adult physical activity, tobacco control, arthritis diagnosis and treatment, immunizations, dental hygiene, senior wellness, and eating disorder awareness

·      Safety: drowning prevention, senior fall prevention, underage drinking and driving, youth suicide prevention, binge drinking, pedestrian safety, and safe gun storage

·      Environment: natural gardening, preservation of fish and wildlife habitats, recycling, trip reduction, water quality, and water and power conservation

She has conducted social marketing workshops around the world (Uganda, Jordan, South Africa, Ghana, Ireland, Australia, Singapore, Canada, Indonesia, India, Venezuela, Haiti) for more than 4,000 public sector employees involved in developing behavior change campaigns in the areas of health, safety, the environment, and financial well-being. She has been a keynote speaker on social marketing at conferences for improved water quality, energy conservation, family planning, nutrition, recycling, teen pregnancy prevention, influencing financial behaviors, wildfire prevention, and tobacco control.

Ms. Lee has coauthored ten other books with Philip Kotler: Social Marketing: Improving the Quality of Life (2002); Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause (2005); Marketing in the Public Sector: A Roadmap for Improved Performance (2006); Social Marketing: Influencing Behaviors for Good (2008 and 2011); Social Marketing: Changing Behaviors for Good (2016): GOOD WORKS! Marketing and Corporate Initiatives That Build A Better World . . . And The Bottom Line (2012); Up and Out of Poverty: The Social Marketing Solution (2009); Social Marketing in Public Health (2010); and Social Marketing to Protect the Environment (2011). More recently, she authored a book Policymaking for Citizen Behavior Change: A Social Marketing Approach (2017). She has also contributed articles to the Stanford Social Innovation Review, Social Marketing Quarterly, Journal of Social Marketing, and The Public Manager. (See more on Nancy Lee at www.socialmarketingservice.com)

Review

"It is one of the best books out there, so have continued to use it. Students generally like it. . . .This is the state of the art text." Author: W. Douglas Evans

"The strength of the book is in the examples (including boxes), especially the different lengths so that you can kind of choose yourself how much to use and how deep to go into a particular illustration." Author: G. Scott Erickson

"I like the mix of topics in the book, and I like the chapter dedicated to each step of the marketing process." Author: Jennifer Cross

"I like the text because it ties to concepts the students have learning in Principles of Marketing, but also distinguishes how social marketing is different than traditional marketing.  The vignettes provide good examples, and the chapters are not too long or complex." Author: Nicole Vowles

Edition details

• Publisher: SAGE Publications, Inc
• Publication date: 2015
• ISBN 10: 1452292140
• ISBN 13: 9781452292144
• Binding: Paperback
• Language: English
• Edition number: 5
• Number of pages: 584