1st Edition
Policymaking for Citizen Behavior Change A Social Marketing Approach
Foreword
Preface
1. Citizen Behavior Change for Good: Three Options
2. More on the Social Marketing Option: 10-Step Planning Model and 15 Principles for Success
3. Social Marketing to Improve Public Health: 10 Success Stories
4. Social Marketing to Reduce Fatal and Nonfatal Injuries: 10 Success Stories
5. Social Marketing to Protect the Environment: 10 Success Stories
6. Social Marketing to Engage Communities: Six Success Stories
7. Social Marketing to Enhance Financial Well-Being: Six Success Stories
8. Social Marketing to Increase Academic Performance: Six Success Stories
9. Decision Criteria and Assessment Tools
10. Supporting a Successful Social Marketing Approach: The Policymaker’s Role
Appendix A: Social Marketing Plan Example: Youth Suicide Prevention
Appendix B: Social Marketing Plan Example: Emergency Preparedness
Biography
Nancy R. Lee, MBA, has more than 30 years of professional marketing experience and is a teaching associate at the University of Washington, where she teaches social marketing in the Evans School of Public Policy and Governance.
"As a city mayor, I really appreciate the book’s practical, example rich nature. It makes it clear that the social marketing approach to citizen behavior change may provide our best return on investment of resources." – Bruce Bassett, Mayor of City of Mercer Island, Washington, USA
