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Social marketing : changing behaviors for good Cover Image Book Book

Social marketing : changing behaviors for good / Nancy R. Lee, University of Washington and Social Marketing Services, Inc, Philip Kotler, Kellogg School of Management.

Kotler, Philip. (Author). Lee, Nancy, 1945- (Added Author).

Record details

  • ISBN: 9781452292144 (pbk. : alk. paper)
  • ISBN: 1452292140 (pbk. : alk. paper)
  • Physical Description: xv, 567 pages ; 24 cm
  • Edition: Fifth edition.
  • Publisher: Los Angeles : SAGE, [2016]

Content descriptions

General Note:
Includes index.
Bibliography, etc. Note:
Includes bibliographical references and index.
Formatted Contents Note:
Defining and distinguishing social marketing -- 10 steps in the strategic marketing planning process -- Determining research needs and options -- Choosing a social issue, purpose and focus for your plan and conducting a situation analysis -- Segmenting, evaluating and selecting target audiences -- Setting behavior objectives and target goals -- Identifying barriers, benefits, motivators, the competition, and influential others -- Tapping behavior change theories, models, and frameworks -- Crafting a desired positioning -- Product: creating a product platform -- Price: determining monetary and nonmonetary incentives and disincentives -- Place: making access convenient and pleasant -- Promotion: deciding on messages, messengers, and creative -- Strategies -- Promotion: selecting communication channels -- Developing a plan for monitoring and evaluation -- Establishing budgets and finding funding -- Creating an implementation plan and sustaining behavior.

Search for related items by subject

Subject: Social marketing.
Behavior modification.

Available copies

  • 1 of 1 copy available at Camosun College Library.

Holds

  • 0 current holds with 1 total copy.
Show Only Available Copies
Location Call Number / Copy Notes Barcode Shelving Location Circulation Modifier Holdable? Status Due Date Courses
Interurban Library HF 5414 K67 2016 (Text) 26040003177108 Main Collection Volume hold Available -
► Summaries & More
▼ Additional Content
Foreword xv
Alan R. Andreasen
Part I: Understanding Social Marketing 1(66)
Chapter 1 Defining And Distinguishing Social Marketing
2(39)
Marketing Highlight: Ending Polio In India: From 200,000 To Zero (1988-2012)
3(5)
What Is Social Marketing?
8(6)
Where Did The Concept Originate?
14(1)
How Does Social Marketing Differ From Commercial Marketing?
14(5)
How Does Social Marketing Differ From Other Related Disciplines, Behavior Change Theories And Models, And Promotional Tactics?
19(2)
What Is Social Marketing's Unique Value Proposition?
21(1)
Who Does Social Marketing?
21(5)
What Social Issues Can Benefit From Social Marketing?
26(1)
What Are Other Ways To Impact Social Issues?
26(5)
What Is The Social Marketer's Role In Influencing Upstream Factors And Midstream Audiences?
31(2)
Chapter Summary
33(2)
Marketing Dialogue: When Is Social Marketing "Social Marketing"? When Is It Something Else?
34(1)
Discussion Questions And Exercises
35(6)
Chapter 2 10 Steps In The Strategic Marketing Planning Process
41(26)
Marketing Highlight: Water Sense, An EPA Partnership Program: Saving Consumers 487 Billion Gallons Of Water And Over $8.9 Billion In Water And Energy Bills (2006-2012)
42(5)
Marketing Planning: Process And Influences
47(3)
10 Steps To Developing A Social Marketing Plan
50(10)
Why Is A Systematic, Sequential Planning Process Important?
60(1)
Where Does Marketing Research Fit In The Planning Process?
61(1)
Chapter Summary
62(3)
Marketing Dialogue: Social Marketing: "It's About 'Marketing'; No, It's About 'Social'!"
63(2)
Discussion Questions And Exercises
65(2)
Part Ii: Analyzing The Social Marketing Environment 67(54)
Chapter 3 Determining Research Needs And Options
68(29)
Marketing Highlight: Decreasing Use Of Mobile Phones While Driving: What Global Research Efforts Are Contributing
69(3)
Major Research Terminology
72(11)
Steps In Developing A Research Plan
83(6)
Chapter Summary
89(5)
Research Highlight: Enhancing QUITPLAN® Services Of ClearWay MinnesotaSM (2013)
90(4)
Discussion Questions And Exercises
94(3)
Chapter 4 Choosing A Social Issue, Purpose, And Focus For Your Plan And Conducting A Situation Analysis
97(24)
Marketing Highlight: Increasing Timely Childhood Immunizations: Every Child By Two: The Program's History And Current Situation Analysis (2013)
98(6)
Step 1: Describe The Social Issue, Background, Purpose, And Focus Of Your Plan
104(2)
Step 2: Conduct A Situation Analysis
106(6)
Review Of Past Or Similar Efforts
112(1)
The Role Of Exploratory Research In Steps 1 And 2
113(1)
Ethical Considerations When Choosing A Focus For Your Plan
114(1)
Chapter Summary
115(4)
Research Highlight: Pigs For Peace: Improving Health And Well-Being For Conflict-Affected Populations In The Democratic Republic Of The Congo (2008-Present)
116(3)
Discussion Questions And Exercises
119(2)
Part Iii: Selecting Target Audiences, Objectives, And Goals 121(112)
Chapter 5 Segmenting, Evaluating, And Selecting Target Audiences
122(31)
Marketing Highlight: Increasing Alternative Transportation By Targeting A Group Open To Change: Portland, Oregon (2011-Present)
123(5)
Step 3: Select Target Audiences
128(1)
Steps Involved In Selecting Target Audiences
128(2)
Variables Used To Segment Markets
130(13)
Criteria For Evaluating Segments
143(2)
How Target Audiences Are Selected
145(1)
What Approach Should Be Chosen?
146(1)
Ethical Considerations When Selecting Target Audiences
146(1)
Chapter Summary
147(3)
Research Highlight: Using Psychographic Segmentation To Inform Targeted Strategies To Reduce Substance Use Among College Students (2010)
147(3)
Discussion Questions And Exercises
150(3)
Chapter 6 Setting Behavior Objectives And Target Goals
153(24)
Marketing Highlight: Reducing Deaths At Railroad Crossings In India: A Neuroscience Approach (2010)
154(3)
Step 4: Set Behavior Objectives And Target Goals
157(1)
Behavior Objectives
158(2)
Knowledge And Belief Objectives
160(4)
Target Goals
164(7)
Objectives And Target Goals Are Only A Draft At This Step
171(1)
Objectives And Target Goals Will Be Used For Campaign Evaluation
172(1)
Ethical Considerations When Setting Objectives And Target Goals
172(1)
Chapter Summary
172(4)
Research Highlight: Reducing Energy Use In Australia: A Community-Based Social Marketing Approach To Behavior Selection (2011)
173(3)
Discussion Questions And Exercises
176(1)
Chapter 7 Identifying Barriers, Benefits, Motivators, The Competition, And Influential Others
177(27)
Marketing Highlight: Reducing Litter In Texas: Don't Mess With Texas®'s New "CANpaign" (2013)
178(6)
Step 5: Identify Target Audience Barriers, Benefits, Motivators, The Competition, And Influential Others
184(1)
What More Do You Need To Know About The Target Audience?
185(8)
How Do You Learn More From And About The Target Audience?
193(1)
How Will This Help Develop Your Strategy?
194(2)
Potential Revision Of Target Audiences, Objectives, And Goals
196(1)
Ethical Considerations When Researching Your Target Audience
197(1)
Chapter Summary
198(3)
Research Highlight: Protecting Water Quality In Backyard Ponds In Southern Florida: Focus Group Research To Identify Barriers, Benefits, And Potential Motivators (2011-2013)
198(3)
Discussion Questions And Exercises
201(3)
Chapter 8 Tapping Behavior Change Theories, Models, And Frameworks
204(29)
Marketing Highlight: Preventing Domestic Violence Among Women In West Africa: A Social Norms Approach (2010-2012)
205(6)
Informing Audience Segmentation And Selection: The Diffusion Of Innovations Theory And The Stages Of Change/Transtheoretical Model
211(2)
Informing Behavior Selection And Goals: Self-Control Theory, Goal-Setting Theory, And Self-Perception Theory
213(1)
Deepening Your Understanding Of Audience Barriers, Benefits, Motivators, The Competition, And Influential Others: The Health Belief Model, The Theory Of Reasoned Action And The Theory Of Planned Behavior, And The Service-Dominant Logic Model
214(3)
Inspiring Development Of Social Marketing Mix Strategies: The Social Norms Theory, The Ecological Model, The Behavioral Economics Framework And Nudge Tactics, The Science Of Habit Framework, The Hierarchy Of Effects Model, Exchange Theory, The Community Readiness Model, And The Carrots, Sticks, And Promises Framework
217(6)
Themes From All
223(1)
Chapter Summary
224(5)
Research Highlight: Reducing Drinking And Driving In Montana: Evaluating A Social Norms Approach (2003)
225(4)
Discussion Questions And Exercises
229(4)
Part Iv: Developing Social Marketing Strategies 233(183)
Chapter 9 Crafting A Desired Positioning
234(25)
Marketing Highlight: Truth® Youth Smoking Prevention Campaign: Helping Youth Reject Tobacco For More Than A Decade: American Legacy Foundation (Legacy®) (2000-2014)
235(4)
Positioning Defined
239(2)
Step 6: Develop A Positioning Statement
241(2)
Behavior-Focused Positioning
243(1)
Barriers-Focused Positioning
244(2)
Benefits-Focused Positioning
246(2)
Competition-Focused Positioning
248(2)
Repositioning
250(2)
How Positioning Relates To Branding
252(1)
Ethical Considerations When Developing A Positioning Statement
253(1)
Chapter Summary
253(4)
Research Highlight: "Global Warming" Or "Climate Change"? Which Name Should We Use?
254(3)
Discussion Questions And Exercises
257(2)
Chapter 10 Product: Creating A Product Platform
259(26)
Marketing Highlight: Increasing Pet Adoption With Meet Your Match™ (2004-Present)
260(4)
Product: The First "P"
264(1)
Step 7: Develop The Social Marketing Product Platform
264(11)
Design Thinking
275(2)
Branding
277(1)
Ethical Considerations Related To Creating A Product Platform
278(2)
Chapter Summary
280(2)
Research Highlight: Reducing Anemia In Cambodia: Canadian's Lucky Iron Fish Saves Lives In Cambodia (By Louise Brown)
280(2)
Discussion Questions And Exercises
282(3)
Chapter 11 Price: Determining Monetary And Nonmonetary Incentives And Disincentives
285(25)
Marketing Highlight: Reducing Tobacco Use Through Commitment Contracts: "Put Your Money Where Your Butt Is" (2010)
286(3)
Price: The Second "P"
289(1)
Step 7: Determine Monetary And Nonmonetary Incentives And Disincentives
290(9)
More On Commitments And Pledges
299(2)
Setting Prices For Tangible Goods And Services
301(1)
Ethical Considerations Related To Pricing Strategies
302(1)
Chapter Summary
303(4)
Research Highlight: Increasing Planting Of Native Plants: Does "Free" Matter? (2012)
304(3)
Discussion Questions And Exercises
307(3)
Chapter 12 Place: Making Access Convenient And Pleasant
310(28)
Marketing Highlight: Books: The Ultimate Toy For Toddlers (2012-2014)
311(4)
Place: The Third "P"
315(1)
Step 7: Develop The Place Strategy
316(10)
Social Franchising
326(1)
Managing Distribution Channels
327(3)
Ethical Considerations When Selecting Distribution Channels
330(1)
Chapter Summary
331(3)
Research Highlight: Addressing Opiate Overdose With Naloxone Distribution In Russia: Lessons Learned Pilot Distribution Models
332(2)
Discussion Questions And Exercises
334(4)
Chapter 13 Promotion: Deciding On Messages, Messengers, And Creative Strategies
338(39)
Marketing Highlight: Seafood Watch®: Influencing Sustainable Seafood Choices (2014)
339(4)
Promotion: The Fourth "P"
343(1)
Step 7: Develop A Promotion Strategy
343(1)
A Word About The Creative Brief
343(3)
Message Strategy
346(4)
Messenger Strategy
350(3)
Creative Strategy
353(14)
Pretesting
367(3)
Ethical Considerations When Deciding On Messages, Messengers, And Creative Strategies
370(1)
Chapter Summary
370(4)
Research Highlight: Bicycling In The Netherlands: What Went Right? (2010)
371(3)
Discussion Questions And Exercises
374(3)
Chapter 14 Promotion: Selecting Communication Channels
377(39)
Marketing Highlight: Increasing Blood Donations In Australia Using Social Media And More: The Australian Red Cross Blood Service (2011-2013)
378(3)
Promotion: Selecting Communication Channels
381(3)
Traditional Communication Channels
384(7)
Nontraditional And New Communication Channels
391(10)
Product Integration
401(1)
Factors Guiding Communication Channel Decisions
402(4)
Ethical Considerations When Selecting Communication Channels
406(2)
Chapter Summary
408(4)
Research Highlight: Increasing Use Of 1% Low-Fat Milk In Oklahoma (2012)
409(3)
Discussion Questions And Exercises
412(4)
Part V: Managing Social Marketing Programs 416(87)
Chapter 15 Developing A Plan For Monitoring And Evaluation
417(30)
Marketing Highlight: ParticipACTION: Increasing Physical Activity Of Kids In Canada By Bringing Back Play (2012-2013)
418(5)
Step 8: Develop A Plan For Monitoring And Evaluation
423(1)
Why Are You Conducting This Measurement?
423(3)
What Will You Measure?
426(7)
How Will You Measure?
433(6)
When Will You Measure?
439(1)
How Much Will It Cost?
440(1)
Ethical Considerations In Evaluation Planning
441(1)
Chapter Summary
441(4)
Research Highlight: Bullying Stops Here: Pledge To Prevent (2012-2013)
442(3)
Discussion Questions And Exercises
445(2)
Chapter 16 Establishing Budgets And Finding Funding
447(24)
Marketing Highlight: Increasing Funding Through Corporate Social Marketing (2012)
448(3)
Step 9: Establish Budgets And Finding Funding Sources
451(1)
Determining Budgets
451(2)
Justifying The Budget
453(2)
Finding Sources For Additional Funding
455(7)
Appealing To Funders
462(1)
Revising Your Plan
463(1)
Ethical Considerations When Establishing Funding
464(1)
Chapter Summary
464(3)
Research Highlight: Increasing Participation In Workplace Wellness Programs: A Rand® Health Study (2013)
465(2)
Discussion Questions And Exercises
467(4)
Chapter 17 Creating An Implementation Plan And Sustaining Behaviors
471(32)
Marketing Highlight: Improving Water Quality And Protecting Fish And Wildlife Habitats In Puget Sound And Chesapeake Bay Through Dissemination Of A Social Marketing Approach (2012-Present)
472(5)
Step 10: Complete An Implementation Plan
477(6)
Phasing
483(5)
Sustainability
488(4)
Anticipating Forces Against Change
492(1)
Sharing And Selling Your Plan
493(1)
Ethical Considerations When Implementing Plans
493(3)
Chapter Summary
496(5)
Research Highlight: The Power Of Monitoring And Midcourse Corrections
497(4)
Discussion Questions And Exercises
501(2)
Epilogue 503(1)
Appendix A: Social Marketing Planning Worksheets 504(18)
Appendix B: Sample Social Marketing Plans 522(16)
Appendix C: Social Marketing Resources 538(9)
Appendix D: Courses 547(5)
Appendix E: International Social Marketing Association's Academic Competencies, September 2014 552(2)
Index 554(11)
About the Authors 565

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