Nancy R. Lee, Philip Kotler

Success in Social Marketing (eBook, PDF)

100 Case Studies From Around the Globe

• Format: PDF

Produktbeschreibung

Success in Social Marketing provides an accessible and comprehensive guide to the field, introducing stories from around the world related to multiple sectors including public health, injury prevention, environmental protection, community engagement, financial well-being, and education.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 402
• Erscheinungstermin: 12. Juli 2022
• Englisch
• ISBN-13: 9781000586473
• Artikelnr.: 64001622

Autorenporträt

Nancy R. Lee, M.B.A., is President of Social Marketing Services, Inc., in Seattle, Washington, a teaching associate at the University of Washington where she teaches social marketing in the public health and public administration programs, and a strategic advisor for social marketing campaigns at C+C in Seattle, a communications firm. She also teaches, through the International Social Marketing Association, an online course Introduction to Social MarketingCertificate Course. This is the 12th book she has coauthored with Philip Kotler. She can be reached at [e-mail].

See Epilogue section for more details on her career.

Philip Kotler, Ph.D., is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern

University (emeritus). Called the Father of Modern Marketing, he just published the 16th edition of Marketing Management. He also published books on Capitalism, Democracy, and the Common Good. In 1971, he and Gerald Zaltman created the new field of social marketing to create behavioral change that would help people lead happier and healthier lives.

See Epilogue section for more details on his career.

Inhaltsangabe

1. Introduction: Framework Used for Each Case Story
2. Improving Public Health
3. Preventing Injuries
4. Protecting the Environment
5. Engaging Communities
6. Enhancing Financial Well Being
7. Supporting Educational Milestones
Epilogue

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1. Introduction: Framework Used for Each Case Story2. Improving Public Health3. Preventing Injuries4. Protecting the Environment5. Engaging Communities6. Enhancing Financial Well Being7. Supporting Educational MilestonesEpilogue

Rezensionen

"Kotler and Lee have over many years developed the concept of social marketing as a practical set of principles that can be applied to inform and augment programmes that seek to influence positive social behaviour. This book is an invaluable guide to both those familiar with social marketing and those new to the field . The book provides an invaluable overview of real examples of the contribution that social marketing principles can make across a broad range of social challenges. The book includes case studies form a spectrum of public interest topics such as public health, education, safety, financial wellbeing and environmental issues. The book helpfully uses a consistent strategic presentation framework based on social marketing principles to tell the story of the cases set out in the book. This Consistent and helpful framework helps to emphasise the power of social marketing to help shape, develop, deliver and evaluate social interest programmes. This book is a fantastic addition to the social marketing literature and is an invaluable guide how it can enhance both the effectiveness and efficiency of such programmes. This is a book that every scholar and practitioner should have in their library." - Professor Jeff French, President of the International Social Marketing Association.