Kotler, Philip Social Marketing

ISBN 13: 9780029184615

Social Marketing

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9780029184615: Social Marketing

From the "pro" movements such as literary campaigns and voter registration drives to the "anti" programs to combat teenage pregnancy and AIDS, thousands of social agencies around the world promote causes. These sponsors find that to attain their goals, they need to exert a series of efforts to influence, change or control their target beneficiaries. This work sets out to provide a systematic marketing framework for understanding social campaigning, targeting "consumer" groups and applying the broad tools of the marketing mix. The authors attempt to show how organizations devoted to social change can effectively use their resources.

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About the Author:

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Dr. Kotler is currently one of Kotler Marketing Group's several consultants.

He is known to many as the author of what is widely recognized as the most authoritative textbook on marketing: Marketing Management, now in its 13th edition. He has also authored or co-authored dozens of leading books on marketing: 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; and The Marketing of Nations.

Dr. Kotler presents continuing seminars on leading marketing concepts and developments to companies and organizations in the U.S., Europe and Asia. He participates in KMG client projects and has consulted to many major U.S. and foreign companies--including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorola--in the areas of marketing strategy and planning, marketing organization, and international marketing.

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Kotler, Philip
Published by Free Press (1989)
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