'As this book attests, social marketing is an extremely powerful set of concepts and tools that can accomplish much to relieve the pain and suffering of populations around the world and to address social problems that have their roots in undesirable behaviors.
We are fortunate to have some of the best thinkers and writers in our field-such as represented in this volume-committed to making this happen' - From the Foreword, Alan R Andreasen, Georgetown University 'This Second Edition of Social Marketing pulls it all together-new science and new practice.
Hopefully, this will become the standard on which we can all build a solid future for tomorrow's programs of social change' - William A Smith, Executive Vice President, Academy for Educational Development 'Professor Kotler's dynamic team of marketers has created a valuable, comprehensive textbook.
Didactic information is supplemented with marketing and research highlights that provide students with real-world examples of how social marketing is used to influence behavior change.This well-crafted text is an important resource for anyone teaching, studying, or working in the social change arena'- Carol A Bryant Co-Director Florida Prevention Research Center at the University of South Florida 'This is perhaps the most comprehensive and well thought-out compilation of information for social marketing I've seen. A great blueprint for developing, implementing, and evaluating social marketing programs' - Scott B Downing, American Cancer Society, Atlanta, GA, Marketing Director, Brand Development 'This book provides a rich concentration of social marketing theory and experience, from classic examples to the current thinking in the field.
In clear language, with over 100 examples, this text gives both experienced and novice social marketers a blueprint for creating a social marketing plan that transforms theory into doable programs' - Rebecca Brookes, Planned Parenthood of Northern New England, Vice President, Marketing & Communications and social marketing consultant 'The book pulls it all togetherA key concepts, case studies, and a step-by-step process for developing social marketing programs.World Bank supported programs and indeed all development practitioners can benefit from the ideas and concepts put forward by the authors' - Cecilia Cabanero-Verzosa, World Bank, Head, Knowledge and Capacity-Building Unit Development Communication External Affairs Vice-Presidency 'This is an inspiring and wonderfully written textbook which I plan to use as required reading for my courses in the future. It will serve as a strong motivator for students to think outside the box about creative solutions to social problems' - Michael Baldwin, Adjunct Professor, Mark Hatfield School of Government, Portland State University, Lecturer, and Daniel Evans School of Public Affairs, University of Washington The authors provide a fully revised and updated Second Edition of the bestselling benchmark work.It is a comprehensive, multidisciplinary guide for planning and implementing social and behavioural campaigns in the health and social sectors: -offering the most up-to-date coverage in the field, the authors show how organizations devoted to social change can use commercial marketing concepts and tools to effectively influence the beliefs, attitudes, and actions of individuals - taking a hands-on approach, students and professionals are taken through the entire process of putting together a successful campaign which includes: analysing the environment, establishing target audiences, objectives and goals, designing market strategies, and developing a plan for evaluation and monitoring - each chapter contains case highlights, written by professionals from a wide range of agencies and organizations. They give readers an insight into the capabilities of their own organizations and the political and economic realities surrounding them.This important new work also contains clear and helpful aids that target both the student and professional needs Helpful features that include key chapter questions, chapter overviews, end of chapter summaries, terms and concepts and many more It is engrossing, easy to use and informative with an extensive collection of graphics and photographs that reinforce important concepts.
Additionally, an appendix includes worksheets that show the step by step process of creating a social marketing campaign.
This is a 'Must Have' for all those involved in the fields of marketing, health and communication.
