Social Marketing: Behavior Change for Good, 7th Edition is the definitive guide for designing and implementing memorable social marketing campaigns. Authors Nancy R. Lee, Philip Kotler, and Julie Colehour present a proven 10-step strategic marketing plan and guides students through each stage of the process.
Social Marketing: Behavior Change for Good, 7th Edition is the definitive guide for designing and implementing memorable social marketing campaigns. Authors Nancy R. Lee, Philip Kotler, and Julie Colehour present a proven 10-step strategic marketing plan and guides students through each stage of the process.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Nancy R. Lee, is president of Social Marketing Services, Inc., in Seattle, Washington, a strategic advisor for social marketing campaigns at C+C in Seattle, an affiliate instructor at the University of Washington, where she teaches social marketing. With more than 35 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 participated in the development of more than 250 social marketing campaign strategies for public sector agencies, and consulted with more than 100 nonprofit organizations . 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: COVID-19, opioid overdose, 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: texting and driving, 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, grass fires, 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, Scotland, Australia, Singapore, Canada, Indonesia, India, Bangladesh, Venezuela, Japan, 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 public health, improved water quality, energy conservation, family planning, nutrition, recycling, teen pregnancy prevention, influencing financial behaviors, wildfire prevention, litter control, and foodwaste reduction. Ms. Lee has coauthored eleven 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); Social Marketing to Protect the Environment (2011); Success in Social Marketing: 100 Case Studies From Around the Globe (2022). She also authored a book Policymaking for Citizen Behavior Change: A Social Marketing Approach (2017) andhas 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.)
Inhaltsangabe
Foreword Part I Understanding Social Marketing CHAPTER 1 Defining and Distinguishing Social Marketing CHAPTER 2 10-Step Strategic Planning Model CHAPTER 3 Research Options CHAPTER 4 Behavior Change Theories, Models, and Frameworks Part II Determining Plan Purpose, Focus, Audience, Behaviors, Insights CHAPTER 5 Steps 1 & 2: Social Issue, DEI Considerations, Purpose, Focus, Situation Analysis CHAPTER 6 Step 3: Selecting Priority Audiences CHAPTER 7 Step 4: Behavior Objectives and Target Goals CHAPTER 8 Step 5: Audience Insights Part III Developing Marketing Intervention Strategies CHAPTER 9 Step 6: Crafting a Desired Positioning CHAPTER 10 Step 7.1: Product: Creating a Product Platform CHAPTER 11 Step 7.2: Price: Determining Incentives and Disincentives CHAPTER 12 Step 7.3: Place: Making Access Convenient and Pleasant CHAPTER 13 Step 7.4: Promotion: Deciding on Messages, Messengers, Creative Strategies, and Communication Channels Part IV Managing Social Marketing Programs CHAPTER 14 Step 8: Monitoring and Evaluation CHAPTER 15 Step 9: Budget and Funding Plans CHAPTER 16 Step 10: Implementation and Sustaining Behaviors Plans Epilogue Appendix References Index
