Social marketing, a field first introduced by Philip Kotler and Gerald Zaltman in a pioneering article in the Journal of Marketing in 1971, uses marketing concepts to influence the behaviors of individuals and communities for the greater social good. Now, as the discipline celebrates its 50th anniversary, Success in Social Marketing provides an accessible and comprehensive guide to the field, introducing stories from around the world including public health, injury prevention, environmental protection, community engagement, financial well-being, and education. The 100 case examples contained in this book, each about two pages in length, follow an outline that includes key components of a campaign: Wicked Problem, Purpose & Focus, Priority Audience, Desired Behavior, Audience Insights, Marketing Intervention Mix, and Results. This common structure provides the reader with a clear sense of how success in social marketing may best be achieved in a wide variety of disciplinary and national contexts. Success in Social Marketing is intended to fill a gap in the market as well as inform and inspire students and practitioners through 100 easily digestible case studies. Issues addressed include public health (opioid use, mental health, COVID-19) , injury prevention (gun violence, youth suicide, texting while driving), environmental protection (wildfires, bicycle transportation in urban areas, food waste), community engagement (homelessness, racially motivated violence, voting) financial wellbeing (microfinance, savings, employment), and educational achievement (early childhood education, college applications, female participation in STEM programs), to name but a few.
This book is recommended reading for students enrolled in public administration, public health, environmental studies, as well as policymakers interested in ways social marketing may help influence their constituent behaviors for individual, as well as social, good.
Table of Contents
List of figures
- Introduction: Framework Used for Each Case Story
- Improving Public Health: 30 Success Stories
- Preventing Injuries: 15 Success Stories
- Protecting the Environment: 30 Success Stories
- Engaging Communities: 15 Success Stories
- Enhancing Financial Well Being: 5 Success Stories
- Supporting Educational Milestones: 5 Success Stories
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 [email protected]
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.
"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.