Social Marketing
Behavior Change for Good

Seventh Edition

Nancy R. Lee - University of Washington and Social Marketing Services, Inc., USA
Philip Kotler - Kellogg School of Management, USA
Julie Colehour

Other Titles in:
Marketing (General) | Public Sector and Non-Profit Marketing | Social Marketing

April 2023 | 576 pages | SAGE Publications, Inc

Successful social marketing holds the power to change the world. 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. The 7th Edition is packed with 12 new cases and dozens of new examples related to today's most pressing social problems including the COVID-19 pandemic, natural disasters, equity and inclusion, and homelessness. The new edition also includes significantly expanded coverage of social media. Whether your students are on a mission to improve public health, protect the environment, or galvanize their community, they will find Social Marketing an invaluable resource.

Foreword

Part I • Understanding Social Marketing

CHAPTER 1 • Defining and Distinguishing Social Marketing

What Is Social Marketing?

Where and When Did Social Marketing Originate?

How Does It Differ From Commercial Marketing?

How Does Social Marketing Differ From Other Disciplines?

Who Does Social Marketing?

What Social Issues Can Benefit?

Other Ways to Impact Social Issues

Social Marketing Upstream and Midstream

CHAPTER 2 • 10-Step Strategic Planning Model

A 10-Step Planning Model

Why Is Systematic Planning Important?

Where Does Research Fit In?

CHAPTER 3 • Research Options

Major Marketing Research Terminology

Steps in Developing a Research Plan

Research That Won’t “Break the Bank”

CHAPTER 4 • Behavior Change Theories, Models, and Frameworks

Informing Selection of Priority Audiences

Informing Behavior Objectives and Goals

Deepening Understanding of Audience Barriers, Benefits, Motivators, the Competition, and Influential Others

Inspiring Development of Marketing Intervention Mix Strategies

Part II • Determining Plan Purpose, Focus, Audience, Behaviors, Insights

CHAPTER 5 • Steps 1 & 2: Social Issue, DEI Considerations, Purpose, Focus, Situation Analysis

Step 1: Describe Social Issue, DEI Considerations, Background, Purpose, and Focus

Step 2: Conduct Situation Analysis and Review Prior Efforts

The Role of Exploratory Research When Choosing Focus

Ethical Considerations When Choosing Focus

CHAPTER 6 • Step 3: Selecting Priority Audiences

Step 3: Select Priority Audiences

Steps in Selecting Priority Audiences

Variables Used to Segment Markets

Criteria for Evaluating Segments

How Priority Audiences Are Selected

Ethical Considerations When Selecting Priority Audiences

CHAPTER 7 • Step 4: Behavior Objectives and Target Goals

Step 4: Set Behavior Objectives and Goals

Behavior Objectives

Knowledge and Belief Objectives

Target Goals

Ethical Considerations Setting Objectives and Goals

CHAPTER 8 • Step 5: Audience Insights

Step 5: Identify Audience Insights

What You Need to Know About Your Priority Audience

How to Learn More About Priority Audience

How Insights Help Develop Strategy

Potential Revisions

Ethical Considerations When Researching Priority Audience

Part III • Developing Marketing Intervention Strategies

CHAPTER 9 • Step 6: Crafting a Desired Positioning

Positioning Defined

Step 6: Develop Positioning Statement

How Positioning Relates to Branding

Ethical Considerations for Developing a Positioning Statement

CHAPTER 10 • Step 7.1: Product: Creating a Product Platform

Product: The First “P”

Step 7.1: Develop the Social Marketing Product Platform

Decisions Regarding Tangible Goods

Decisions Regarding Services

Branding

CHAPTER 11 • Step 7.2: Price: Determining Incentives and Disincentives

Price: The Second “P”

Step 7.2: Determine Incentives and Disincentives: Six Options to Consider

Supplements

Lee 7e Companion Site

Amazing social marketing textbook. Simple and easy guide for the subject.

Sandaruwan Subasinghe

Communication Dept, Wayne State University

March 27, 2024

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relevant content to the course

Dr Holly Ng

Business Administration, Tung Wah College

September 7, 2023

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Key features

NEW TO THIS EDITION:

12 new case studies, 11 updated cases and a dozen recent examples of social marketing addressing the "most wicked" social problems including wildfires, mass shootings, climate change, racial equity, democracy and voting, youth mental health, vaping, obesity, gun responsibility, traffic congestion, preventable injuries and deaths, youth substance abuse, family planning, landfills, property crime, and homelessness.
New section on COVID-19 pandemic in every chapter highlights examples of social marketing that were conducted in response to the global health emergency.
Chapter 13 and 14 from previous edition combined into new chapter 13 to streamline coverage of promotion
New Learning objectives in every chapter

KEY FEATURES:

Presents an introductory case for each chapter, and a concluding case for a majority of chapters to demonstrate for students why and how social marketing works.
Provides a step-by-step guide to developing a marketing plan, with chapters presented sequentially to support planning development and the inclusion of worksheets in the appendix.
Incorporates contributions from a range of internationally known social marketers who provide real cases to set the stage for each chapter. Past contributors have included individuals from the CDC, National Centre for Social Marketing, AARP, the Office of National Drug Control Policy, and others.
Enhances understanding with chapter summaries of key points and questions for discussion.

Sample Materials & Chapters

Ch01_Defining and Distinguishing Social Marketing

Ch02_10-Step Strategic Planning Model

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Social Marketing
Behavior Change for Good

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Sample Materials & Chapters

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