9781412981491

Social Marketing : Influencing Behaviors for Good

by
  • ISBN13:

    9781412981491

  • ISBN10:

    1412981492

  • Edition: 4th
  • Format: Paperback
  • Copyright: 10/20/2011
  • Publisher: SAGE Publications, Inc
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Summary

The Fourth Edition of Social Marketing is the definitive textbook for the planning and implementation of programs designed to bring about 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. It provides a solid foundation of fundamental marketing principles and techniques, and then expands them to illustrate techniques specific to practitioners and agencies with missions to enhance public health, prevent injuries, protect the environment, and motivate community involvement.This book is coauthored by arguably the most influential individual in the field of marketing, Philip Kotler, who coined the term '¨Ssocial marketing'¨ in 1971 (with Gerald Zaltman) and Nancy R. Lee, a preeminent lecturer, consultant, and author in social marketing. Key Features: - Presents an introductory case for each chapter, and a concluding case for a majority of chapters to demonstrate for students why and how social marketing works. - Enhances understanding with chapter summaries of key points and questions for discussion. - Provides a step-by-step guide to developing a marketing plan, with chapters presented sequentially to support planning development and the inclusion of worksheets in the appendix; - It incorporates contributions from a range of internationally known social marketers who provide real cases to set the stage for each chapter. Past contributors have included individuals from the CDC, National Centre for Social Marketing, AARP, the Office of National Drug Control Policy, and others.

Table of Contents

Foreword
Understanding Social Marketing
Defining Social Marketing
Marketing Highlight: Sustainable Malaria Prevention, NetMark's Success Story (2000-2010)
What is Social Marketing?
Where Did the Concept Originate?
How does Social Marketing Differ From Commercial Sector Marketing?
How is it Different From Nonprofit Marketing, Public Sector Marketing, and Cause Promotions?
What is Social Marketing's Unique Value Propostion?
Who Does Social Marketing?
What Social Issues Can Benefit From Social Marketing?
What Is the Social Marketer's Role in Influencing Upstream Factors and Mainstream Audiences?
Marketing Dialogue
10 Steps in the Strategi Marketing Planning Process
Marketing Highlight: Scooping the Poop in Austin, Texas (2001-2009)
Marketing Planning: Process and Influences
10 Steps to Develop a Social Marketing Plan
Wht Is a Systematic, Sequential Planning Process
Where Does Marketing Research Fit in the Planning Process?
Marketing Dialogue
16 Tips for Success
Marketing Highlight: Competitve Analysis: Reducing "Drink Driving" in Australia (2009
16 Tips for Success
Marketing Dialogue
Analyzing the Social Marketing Enviornment
Determining Research Needs and Options
Marketing Highlight: Increasing Family Planning in Pakistan (2007)
Major Research Terminology
When Research Is Used in the Planning Process
Steps in Developing a Research Plan
Research "That Won't Break the Bank"
Research Highlight: The "Yes" Initiative for Youth Employment in Maldives (2007)
Choosing a Purpose and Focus for Your Plan and Conducting a Situation
Marketing Highlight: Reducing Diarrhoeal Disease in India: The Ors-Zinc Solution
Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis (2008-2010)
Analysis
Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis (2008-2010)
Ethical Considerations When Choosing a Focus for Your Plan
Research Highlight: Focus Groups Inform Nuestro Barrio: An Edutainment Soap Opera (2006)
Establishing Target Audiences, Objectives, and Goals
Segmenting, Evaluating and Selecting Target Audiences
Marketing Highlight: Reducing Tabacco Use in the United States; Legacy Small Innovative Grants Research Program Recognizes "One Size Never Fits All"
Step #3: Selecting Target Audience
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 Markets
Reseach Highlight: "You Know Different:" Barriers and Benefits Research Informing a Youth HIV Testing Campaign
Setting Behavior Objectives and Goals
Marketing Highlight: Seafood Watch: Influencing Sustainable Seafood Choices
Step #4: Setting Objective and Target Goals
Behavior Objective
Knowledge and Belief Objectives
Objectives and Target Goals Are Only a Draft at This Step
Objectives and Target Goals Will Be Used for Campaign Evaluations
Research Highlight: Reducing Tractor Rollover Injuries and Deaths (2006)
Identifying Barriers, Benefits, the Competitions and Influential Others
Marketing Highlight: Be Active: a 2009 Award Winning Program in Birmingham, England
Step #5: Indentify Target Audiences Barriers, Benefits, and the Competition
What More Do You Need to Know about Target Audience?
How Do You Learn More From and About the Target?
How Will This Help Develop Your Strategy?
Potential Revision of Target Audiences, Objectives, and Goals
Ethical Considerations When Researching Your Target Audience
Research Highlight: Reducing Drinking and Driving in Montana: Evaluating a Social Norms Approach (2003)
Developing Social Marketing Srategies
Crafting Desired Positioning
Marketing Highlight: Get Some: "Get Yours, Grab a Handful and Go!" New York City's Bold Campaign to Increase Condom Use (2007-2010)
Positioning Defined
Step #6: Developing a Positioning Statement for Social Marketing Offerings
Bahavior-Focused Positioning
Barriers-Focused Positioning
Competetion-Focused Positioning
Repositioning-Focused
How Positioning Relates to Branding
Ethical Considerations When Developing a Positioning
Research Highlight: Stopping Aquatic Hitchhikers: a Branding Strategy (2010)
Product: Creating a Product Platform
Marketing Highlight: Reducing Tuberculosis in Peru: With a Product Strategy Key to Success (1990s)
Product: The First ‚«£P‚«†
Step #7: Developing the Social Marketing Product Platform
Branding
Ethical Considerations Related to Creating a Product Platform
Research Highlight: Ethnographic Research to Study Use of Water Treatment Devices in Andhra Pradesh, India: PATH's Safe Water Project (2006 - 2011)
Price: Determining Monetary and Nonmonetary Incentives and Disincentives
Marketing Highlight: Increasing Water Availability in Jordan Using Financial Incentives: United States Agency for International Development (US AID)/Jordan (2010)
Price: The Second ‚«£P‚«†
Step #7: Determining Monetary and Nonmonetary Incentives and Disincentives
Setting Prices for Tangible Objects and Services
Ethical Considerations Related to Pricing Strategies
Research Highlight: Decreasing Use of Plastic Bags and Increasing Use of Reusable Ones in Ireland: Formative Research (2002)
Place: Making Access Convenient and Pleasant
Marketing Highlight: Recycling Made Easy in Cape Town, South Africa (2008)
Place: The Third ‚«£P‚«†
Step #7: Developing the Place Strategy
Managing Distribution Channels
Ethical Considerations When Selecting Distribution Channels
Research Highlight: Bicycling in the Netherlands: What Went Right? (2010)
Promotion: Deciding on Messages, Messengers, and Creative Strategies
Marketing Highlight: Rock the Bulb: Puget Sound Energy's Campaign for Increased Energy Efficiency (2010)
Promotion: The Fourth ‚«£P‚«†
a Word About the Creative Brief
Message Strategy
Messenger Strategy
Creative Strategy
Pretesting
Ethical Considerations When Deciding Messages, Messengers, and Creative Strategies
Research Highlight: "No Junk Mail" in Bayside, Australia: Personal Interviews and Observation Research (2009)
Promotion: Selecting Communication Channels
Marketing Highlight: Using Text Messaging to Improve Health: a Successful Pilot for Reducing Obesity (2008)
Promotion: Selecting Communication Channels
Traditional Media Channels
Nontraditional and New Media Channels
Factors Guiding Communication Channel Decisions
Ethical Considerations When Selecting Communication Channels
Research Highlight: Financial Literacy Road Shows in Ghana: a Qualitative Impact Assessment to Inform Future Efforts (2007-2008)
Managing Social Marketing Programs
Developing a Plan for Monitoring and Evaluation
Marketing Highlight: Evaluating a Commitment Contract for Smoking Cessation in the Philippines (2006)
Step #8: Developing 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
Research Highlight: Increasing Breast Cancer Screening Rates: Demonstrating the Benefits of Monitoring Efforts to Reach goals: Cancer Scan Col, Ltd., Tokyo, Japan (2009-2010)
Establishing Budgets and Finding Funding
Marketing Highlight: The Heart Truth: Mobilizing Partners to Help Spread the Word (2002-2010)
Step #9: Establishing Budgets
Determining Budgets
Justifying the Budget
Finding Sources for Additional Funding
Appealing to Funders
Revising Your Plan
Ethical Considerations When Establishing Funding
Creating an Implementation Plan and Sustaining Behavior
Marketing Highlight: "Let's Move!" First Lady Michelle Obama's Initiative to Reduce Childhood Obesity (2010)
Step #10: Creating an Implementation Plan
Phasing
Sustainability
Sharing and Selling Your Plan
Ethical Considerations When Implementing Plans
Research Highlight: Turn it Off: An Anti-Idling Campaign (2007)
Social Marketing Planning Worksheets
Social Marketing Resources
Chapter Notes
Name Index
Subject Index
About the Authors
Table of Contents provided by Publisher. All Rights Reserved.

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