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Social Marketing


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Table of Contents

Part 1: Understanding Social Marketing Chapter 1: Defining And Distinguishing Social Marketing Marketing Highlight: Ending Polio in India What 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 Process Marketing Highlight: Water Sense Marketing Planning: Process and Influences 10 Steps to Developing a Social Marketing Plan Why Is a Systematic, Sequential Planning Process Important? Where Does Marketing Research Fit in the Planning Process? Marketing Dialogue Part 2: Analyzing The Social Marketing Environment Chapter 3: Determining Research Needs And Options Marketing Highlight: Decreasing Use of Mobile Phones While Driving Major Research Terminology Steps In Developing a Research Plan Research "That Won't Break the Bank" Chapter 4: Choosing A Social Issue, Purpose And Focus For Your Plan And Conducting A Situation Analysis Marketing Highlight: Every Child By Two Step 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 Plan Part 3: Selecting Target Audiences, Objectives, and Goal Chapter 5: Segmenting, Evaluating, And Selecting Target Audiences Marketing Highlight: Increasing Alternative Transportation by Targeting a Group Open to Change Step 3: Select Target Audiences Steps Involved in Selecting Target Audiences Variables Used to Segment Markets Criteria for Evaluating Segments How Target Audiences Are Selected What Approach Should Be Chosen? Ethical Considerations When Selecting Target Audiences Chapter 6: Setting Behavior Objectives And Target Goals Marketing Highlight: Reducing Deaths at Railroad Crossings in India Step 4: Set Behavior Objectives and Target Goals Behavior Objectives Knowledge and Belief Objectives Target Goals Objectives and Target Goals Are Only a Draft at This Step Objectives and Target Goals Will Be Used for Campaign Evaluation Ethical Considerations When Setting Objectives and Target Goals Chapter 7: Identifying Barriers, Benefits, Motivators, The Competition, And Influential Others Marketing 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 Others What 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 Goals Ethical Considerations When Researching Your Target Audience Chapter 8: Tapping Behavior Change Theories, Models, And Frameworks Marketing Highlight: Preventing Domestic Violence Among Women in West Africa A Social Norms Approach Informing Audience Segmentation and Selection Informing Behavior Selection and Goals Deepening Understanding of Audience Barriers, Benefits, Motivators, The Competition and Influential Others Inspiring Development of Social Marketing Mix Strategies Part 4: Developing Social Marketing Strategies Chapter 9: Crafting A Desired Positioning Marketing Highlight: truth Positioning Defined Behavior-Focused Positioning Barriers-Focused Positioning Benefits-Focused Positioning Competition-Focused Positioning Repositioning How Positioning Relates To Branding Ethical Considerations When Developing a Positioning Statement Chapter 10: Product: Creating A Product Platform Marketing Highlight: Increasing Pet Adoption with Meet Your Match Product: The First "P" Step 7: Develop the Social Marketing Product Platform Design Thinking Branding Ethical Considerations Related to Creating a Product Platform Chapter 11: Price: Determining Monetary And Nonmonetary Incentives And Disincentives Marketing Highlight: Reducing Tobacco Use through Commitment Contracts Step 7: Determine Monetary and Nonmonetary Incentives and Disincentives More On Commitments and Pledges Setting Prices for Tangible Goods and Services Ethical Considerations Related to Pricing Strategies Chapter 12: Place: Making Access Convenient And Pleasant Marketing Highlight: Books: The Ultimate Toy for Toddlers & Lucie and Andre Chagnon Foundation Place: The Third "P" Step 7: Develop the Place Strategy Social Franchising Ethical Considerations When Selecting Distribution Channels Chapter 13: Promotion: Deciding On Messages, Messengers, And Creative Strategies Marketing Highlight: Seafood Watch (R): Influencing Sustainable Seafood Choices Promotion: The Fourth "P" A Word About the Creative Brief Message Strategy Messenger Strategy Creative Strategy Pretesting Ethical Considerations When Deciding on Messages, Messengers, and Creative Strategies Chapter 14: Promotion: Selecting Communication Channels Marketing Highlight: Increasing Blood Donations in Australia Using Social Media and More Promotion: Selecting Communication Channels Traditional Media Channels Nontraditional and New Media Channels Factors Guiding Communication Channel Decisions Ethical Considerations When Selecting Communication Channels Part 5: Managing Social Marketing Programs Chapter 15: Developing A Plan For Monitoring And Evaluation Marketing Highlight: ParticipACTION Step 8: Develop a Plan for Monitoring and Evaluation Why 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 Planning Chapter 16: Establishing Budgets And Finding Funding Marketing Highlight: Increasing Funding through Corporate Social Marketing Step 9: Establish Budgets and Finding Funding Sources Determining Budgets Justifying The Budget Finding Sources for Additional Funding Appealing to Funders Revising Your Plan Ethical Considerations When Establishing Funding Chapter 17: Creating An Implementation Plan And Sustaining Behavior Marketing Highlight: Improving Water Quality and Protecting Fish and Wildlife Habitats In Puget Sound and Chesapeake Bay Step 10: Complete an Implementation Plan Phasing Sustainability Anticipating Forces Against Change Sharing and Selling Your Plan Ethical Considerations When Implementing Plans

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 Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the J. L. Kellogg School of Management, Northwestern University, Evanston, Illinois. Kellogg was twice voted Best Business School in Business Week's survey of U.S. business schools. It is also rated Best Business School for the Teaching of Marketing. Professor Kotler has significantly contributed to Kellogg's success through his many years of research and teaching there. He received his master's degree at the University of Chicago and his Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago. Professor Kotler is the author of Marketing Management, the most widely used marketing book in graduate business schools worldwide; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; The Marketing of Nations; Marketing 3.0,; Good Works, Market Your Way to Growth, Winning Global Markets, Kotler on Marketing, Confronting Capitalism, and Democracy in Decline. He has published over 150 articles in leading journals, several of which have received best-article awards. Professor Kotler was the first recipient of the Distinguished Marketing Educator Award (1985) given by the American Marketing Association (AMA). The European Association of Marketing Consultants and Sales Trainers awarded him their prize for Marketing Excellence. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a 1975 survey. He also received the 1978 Paul Converse Award of the AMA, honoring his original contribution to marketing. In 1995, Sales and Marketing Executives International (SMEI) named him Marketer of the Year. In 2012 he received the William L. Wilkie "Marketing for a Better World: Award of the American Marketing Association Foundation (AMAF). In 2014, he was inducted into the AMA Marketing Hall of Fame. He was the first chosen Legend in Marketing and his work was published and reviewed in nine volumes. Professor Kotler has consulted for such companies as IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, and others in the areas of marketing strategy and planning, marketing organization, and international marketing. He has been chairman of the College of Marketing of the Institute of Management Sciences, director of the American Marketing Association, trustee of the Marketing Science Institute, director of the MAC Group, former member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He is was a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the advisory board of the Drucker Foundation. He has received honorary doctoral degrees from Stockholm University, University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the University of Economics and Business Administration in Vienna, the Catholic University of Santo Domingo, and the Budapest School of Economic Science and Public Administration, and several other universities. He has traveled extensively throughout Europe, Asia, and South America, advising and lecturing to many companies and organizations. This experience expands the scope and depth of his programs, enhancing them with an accurate global perspective.


"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." -- 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." -- 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." -- 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." -- Nicole Vowles

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