Social Marketing: Behavior Change for Social Good - Softcover

Lee, Nancy R.; Kotler, Philip

Softcover

ISBN 10: 1544351496 ISBN 13: 9781544351490

Publisher: SAGE Publications, Inc, 2019

Synopsis

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 you are on a mission to improve public health, protect the environment, or galvanize their community, you will find Social Marketing an invaluable resource.

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

"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." Author: Christopher J. Carpenter

"It is the seminal textbook for social marketing." Author: Karen H. Smith

"The ‘go to’ book for developing social change programs" Author: Marie-Louise Fry

"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." Author: Paul Christensen

"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." Author: Susan E. Stein

"This is the quintessential textbook for social marketing. The book is reader friendly with excellent examples from the field!" Author: Tavis J. Glassman

"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." Author: Timo Dietrich

About this edition

• Publisher: SAGE Publications, Inc
• Publication date: 2019
• ISBN 10: 1544351496
• ISBN 13: 9781544351490
• Binding: Paperback
• Edition number: 6
• Number of pages: 624