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Success in Social Marketing
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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.
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Success in Social Marketing 100 Case Studies From Around the Globe
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Description
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
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.
Critics' Reviews
"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.
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SUCCESS IN SOCIAL MARKETING: 100 Case Studies From Around the Globe
Research output : Book/Report › Book
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.
Original language | English (US) |
---|---|
Publisher | |
Number of pages | 392 |
ISBN (Electronic) | 9781000586473 |
ISBN (Print) | 9781032223278 |
DOIs | |
State | Published - Jan 1 2022 |
ASJC Scopus subject areas
- General Social Sciences
This output contributes to the following UN Sustainable Development Goals (SDGs)
Access to Document
- 10.4324/9781003272106
Other files and links
- Link to publication in Scopus
- Link to the citations in Scopus
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- Success Social Sciences 100%
- Social Marketing Social Sciences 100%
- Case Study Social Sciences 100%
- marketing INIS 100%
- Communities Social Sciences 50%
- Health Policy Social Sciences 50%
- Marketing Social Sciences 50%
- Behavior Social Sciences 50%
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AU - Lee, Nancy R.
AU - Kotler, Philip
N1 - Publisher Copyright: © 2023 Nancy R. Lee and Philip Kotler.
PY - 2022/1/1
Y1 - 2022/1/1
N2 - 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.
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Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Maximilian Haas. Presents selected case studies on H2H Marketing. Brings forward a human-centric approach to marketing strategy. Identifies the benefits and opportunities from design thinking, service-dominant logic and digital transformation. Part of the book series: Springer Business Cases (SPBC)
Philip Kotler's Books. ... and Randall L. Schultz, Simulation in Social Administrative Science: Overviews and Case-Examples, Prentice-Hall, 1972. Philip Kotler, Strategic Marketing for Nonprofit Organizations, Prentice-Hall, 1975. ... Nancy Lee and Philip Kotler, Success in Social Marketing: 100 Case Studies from Around the Globe, (2022 ...
Philip Kotler Northwestern University Gary Armstrong University of North Carolina A01_KOTL6590_18_SE_FM.indd 3 11/13/19 8:42 PM. ... Case: Shopify: An E-commerce Giant That Doesn't Sell to End Users 180 Part 3: Designing a Customer Value-Driven Strategy and Mix 182
This is an instructor's manual for the popular textbook 'H2H Marketing: Case Studies on Human-to-Human Marketing' (Springer, 2023). The authors have provided a perfect companion that enables teachers to adopt a case-by-case approach when using the material in the classroom.
Philip Kotler's "Marketing 4.0" and the "Mensch Marketing" approach put forward by Waldemar Pfoertsch and Uwe Sponholz have helped to shape this modern way of thinking about and doing ...
H2H Marketing: Case Studies on Human-to-Human Marketing. Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Maximilian Haas. Springer Nature, Jul 18, 2023 - Business & Economics - 213 pages. H2H Marketing focuses on redefining the role of marketing by reorienting the mindset of decision-makers and integrating the concepts of Design Thinking ...
This case study collection will give the reader a wide array of insights into the new possibility to apply the innovative H2H marketing approach and exemplifies with small and large companies what kind of challenges and opportunities arise with ... Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Waldemar Pfoertsch .
H2H Marketing: Case Studies on Human-to-Human Marketing Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Maximilian Haas Limited preview - 2023. H2H Marketing: The Genesis of Human-to-Human Marketing ... Philip Kotler is one of the world's leading authorities in marketing. He was the S.C. Johnson & Son Distinguished Professor of International ...
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 ...
New in-depth case studies, each of which integrates one of the major parts in the book. ... Marketing Management 3rd edn PDF eBook: Authors: Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen: Edition: 3: Publisher: Pearson Education, 2016: ISBN: 1292106085, 9781292106083: Length: 976 pages: Subjects: Business ...
This is the 12th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning. Includes bibliographical references and index. Defining Marketing for the 21st Century --Developing Marketing Strategies & Plans --Gathering Information & Scanning the ...
Philip Kotler, Nancy R. Lee - Success in Social Marketing_ 100 Case Studies From Around the Globe (2022) - Free ebook download as PDF File (.pdf), Text File (.txt) or read book online for free. Scribd is the world's largest social reading and publishing site.
Kotler, Philip. Publication date 2012 Topics Marketing Publisher Boston : Pearson Prentice Hall Collection internetarchivebooks; printdisabled Contributor Internet Archive Language ... Pdf_module_version 0.0.23 Ppi 360 Rcs_key 24143 Republisher_date 20230803041237 Republisher_operator [email protected] ...
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 ...
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 ...
Philip Kotler , <p>This is an instructor's manual for the popular textbook 'H2H Marketing: Case Studies on Human-to-Human Marketing' (Springer, 2023). The authors have provided a perfect companion that enables teachers to adopt a case-by-case approach when using the material in the classroom.</p><p>'H2H Marketing' focuses on redefining the role ...
A case study on Walmart from the book Marketing Management, A South Asian Perspective (14th Edition) by Philip Kotler, Chapter-3. This presentation includes the complete case details, questions and their possible solutions. Read more. 1 of 37. Case study - Walmart (Philip Kotler 14th Edition, Chapter 3) - Download as a PDF or view online for free.
Philip Kotler is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He has been honored as one of the world's leading marketing thinkers. He received his M.A. degree in economics (1953) from the University of Chicago and his Ph.D. degree in economics (1956) from the Massachusetts Institute ...
Establishing Resonance Between 11 Companies, People, and the Environment. Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, and Maximilian Haas. The final chapter provides evidence that the business world is waking up and recognizing that marketing must do more than just help to increase sales and prots.
Philip Kotler is one of the most regarded authority in the field of marketing. This Kotler's book is a must-read for every marketing student. The book contains complete fundamental contents on the subject; namely, notion of STP, marketing mix, strategic marketing. It is very comprehensive work.
Kotler / JNJ Best Practices; Learn how to use Marketing Analytics for Business Development; Beyond Digital MarketingRating: 4.6 out of 5179 reviews11.5 total hours61 lecturesAll LevelsCurrent price: $12.99Original price: $49.99. Arun Singhal B-Tech, MBA (IIM-B),Unilever, J&J, Danone, IIMU, Cello.
Nike_Philip Kotler.docx - Free download as Word Doc (.doc / .docx), PDF File (.pdf), Text File (.txt) or read online for free. 1. Nike began in 1962 focusing on high-quality running shoes and grew a cult following through innovative designs. 2. Nike achieved great success through endorsements, starting with Steve Prefontaine and later signing Michael Jordan, whose Air Jordan line was hugely ...
1.) Including Indian case studies with new age businesses. 2.) Marketing Insight emphasizes a key marketing concept for in-depth coverage and better understanding. 3.) Marketing Spotlight-relevant real-world cases of companies and brands to illustrate the marketing concepts. 4.) Chapter-end summary for a comprehensive and quick review.