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Social Marketing

Social Marketing
Influencing Behaviors for Good

Fourth Edition
  • Nancy R. Lee - University of Washington and Social Marketing Services, Inc., USA
  • Philip Kotler - Northwestern University, USA

Other Titles in:
Social Marketing

October 2011 | 520 pages | SAGE Publications, Inc

The Fourth Edition of Social Marketing is the definitive textbook for the planning and implementation of programs designed to bring about social change. No other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action. It provides a solid foundation of fundamental marketing principles and techniques, and then expands them to illustrate techniques specific to practitioners and agencies with missions to enhance public health, prevent injuries, protect the environment, and motivate community involvement.This book is coauthored by arguably the most influential individual in the field of marketing, Philip Kotler, who coined the term “social marketing” in 1971 (with Gerald Zaltman) and Nancy R. Lee, a preeminent lecturer, consultant, and author in social marketing.


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.

- Enhances understanding with chapter summaries of key points and questions for discussion.

- 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;

- It 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.

Foreword Alan R. Andreasen
1. Defining Social Marketing
Marketing Highlight: Sustainable Malaria Prevention, NetMark's Success Story (2000-2010)  
What is Social Marketing?  
Where Did the Concept Originate?  
How does Social Marketing Differ From Commercial Sector Marketing?  
How is it Different From Nonprofit Marketing, Public Sector Marketing, and Cause Promotions?  
What is Social Marketing's Unique Value Propostion?  
Who Does Social Marketing?  
What Social Issues Can Benefit From Social Marketing?  
What Is the Social Marketer's Role in Influencing Upstream Factors and Mainstream Audiences?  
Marketing Dialogue  
2. 10 Steps in the Strategic Marketing Planning Process
Marketing Highlight: Scooping the Poop in Austin, Texas (2001-2009)  
Marketing Planning: Process and Influences  
10 Steps to Develop a Social Marketing Plan  
Wht Is a Systematic, Sequential Planning Process  
Where Does Marketing Research Fit in the Planning Process?  
Marketing Dialogue  
3. 16 Tips for Success
Marketing Highlight: Competitve Analysis: Reducing "Drink Driving" in Australia (2009  
16 Tips for Success  
Marketing Dialogue  
II. Analyzing the Social Marketing Enviornment
4. Determining Research Needs and Options
Marketing Highlight: Increasing Family Planning in Pakistan (2007)  
Major Research Terminology  
When Research Is Used in the Planning Process  
Steps in Developing a Research Plan  
Research "That Won't Break the Bank"  
Research Highlight: The "Yes" Initiative for Youth Employment in Maldives (2007)  
5. Choosing a Purpose and Focus for Your Plan and Conducting a Situation
Marketing Highlight: Reducing Diarrhoeal Disease in India: The ORS-Zinc Solution  
Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis (2008-2010)  
Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis (2008-2010)  
Ethical Considerations When Choosing a Focus for Your Plan  
Research Highlight: Focus Groups Inform Nuestro Barrio: An Edutainment Soap Opera (2006)  
III: Establishing Target Audiences, Objectives, and Goals
6. Segmenting, Evaluating and Selecting Target Audiences
Marketing Highlight: Reducing Tabacco Use in the United States; Legacy Small Innovative Grants Research Program Recognizes "One Size Never Fits All"  
Step #3: Selecting Target Audience  
Steps Involved in Selecting Target Audiences  
Variables Used to Segment Markets  
Criteria for Evaluating Segments  
How Target Audiences Are Selected  
What Approach Should Be Chosen?  
Ethical Considerations When Selecting Target Markets  
Reseach Highlight: "You Know Different:" Barriers and Benefits Research Informing a Youth HIV Testing Campaign  
7. Setting Behavior Objectives and Goals
Marketing Highlight: Seafood Watch: Influencing Sustainable Seafood Choices  
Step #4: Setting Objective and Target Goals  
Behavior Objective  
Knowledge and Belief Objectives  
Objectives and Target Goals Are Only a Draft at This Step  
Objectives and Target Goals Will Be Used for Campaign Evaluations  
Research Highlight: Reducing Tractor Rollover Injuries and Deaths (2006)  
8. Identifying Barriers, Benefits, the Competitions and Influential Others
Marketing Highlight: Be Active: A 2009 Award Winning Program in Birmingham, England  
Step #5: Indentify Target Audiences Barriers, Benefits, and the Competition  
What More Do You Need to Know about Target Audience?  
How Do You Learn More From and About the Target?  
How Will This Help Develop Your Strategy?  
Potential Revision of Target Audiences, Objectives, and Goals  
Ethical Considerations When Researching Your Target Audience  
Research Highlight: Reducing Drinking and Driving in Montana: Evaluating a Social Norms Approach (2003)  
IV. Developing Social Marketing Srategies
9. Crafting Desired Positioning
Marketing Highlight: Get Some: "Get Yours, Grab a Handful and Go!" New York City's Bold Campaign to Increase Condom Use (2007-2010)  
Positioning Defined  
Step #6: Developing a Positioning Statement for Social Marketing Offerings  
Bahavior-Focused Positioning  
Barriers-Focused Positioning  
Competetion-Focused Positioning  
How Positioning Relates to Branding  
Ethical Considerations When Developing a Positioning  
Research Highlight: Stopping Aquatic Hitchhikers: A Branding Strategy (2010)  
10. Product: Creating a Product Platform
Marketing Highlight: Reducing Tuberculosis in Peru: With a Product Strategy Key to Success (1990s)  
Product: The First “P”  
Step #7: Developing the Social Marketing Product Platform  
Ethical Considerations Related to Creating a Product Platform  
Research Highlight: Ethnographic Research to Study Use of Water Treatment Devices in Andhra Pradesh, India: PATH's Safe Water Project (2006 - 2011)  
11. Price: Determining Monetary and Nonmonetary Incentives and Disincentives
Marketing Highlight: Increasing Water Availability in Jordan Using Financial Incentives: United States Agency for International Development (US AID)/Jordan (2010)  
Price: The Second “P”  
Step #7: Determining Monetary and Nonmonetary Incentives and Disincentives  
Setting Prices for Tangible Objects and Services  
Ethical Considerations Related to Pricing Strategies  
Research Highlight: Decreasing Use of Plastic Bags and Increasing Use of Reusable Ones in Ireland: Formative Research (2002)  
12. Place: Making Access Convenient and Pleasant
Marketing Highlight: Recycling Made Easy in Cape Town, South Africa (2008)  
Place: The Third “P”  
Step #7: Developing the Place Strategy  
Managing Distribution Channels  
Ethical Considerations When Selecting Distribution Channels  
Research Highlight: Bicycling in the Netherlands: What Went Right? (2010)  
13. Promotion: Deciding on Messages, Messengers, and Creative Strategies
Marketing Highlight: Rock the Bulb: Puget Sound Energy's Campaign for Increased Energy Efficiency (2010)  
Promotion: The Fourth “P”  
A Word About the Creative Brief  
Message Strategy  
Messenger Strategy  
Creative Strategy  
Ethical Considerations When Deciding Messages, Messengers, and Creative Strategies  
Research Highlight: "No Junk Mail" in Bayside, Australia: Personal Interviews and Observation Research (2009)  
14. Promotion: Selecting Communication Channels
Marketing Highlight: Using Text Messaging to Improve Health: A Successful Pilot for Reducing Obesity (2008)  
Promotion: Selecting Communication Channels  
Traditional Media Channels  
Nontraditional and New Media Channels  
Factors Guiding Communication Channel Decisions  
Ethical Considerations When Selecting Communication Channels  
Research Highlight: Financial Literacy Road Shows in Ghana: A Qualitative Impact Assessment to Inform Future Efforts (2007-2008)  
V: Managing Social Marketing Programs
15. Developing a Plan for Monitoring and Evaluation
Marketing Highlight: Evaluating a Commitment Contract for Smoking Cessation in the Philippines (2006)  
Step #8: Developing a Plan for Monitoring and Evaluation  
Why Are You Conducting This Measurement?  
What Will You Measure?  
How Will You Measure?  
When Will You Measure?  
How Much Will It Cost?  
Ethical Considerations in Evaluation Planning  
Research Highlight: Increasing Breast Cancer Screening Rates: Demonstrating the Benefits of Monitoring Efforts to Reach goals: Cancer Scan Col, Ltd., Tokyo, Japan (2009-2010)  
16. Establishing Budgets and Finding Funding
Marketing Highlight: The Heart Truth: Mobilizing Partners to Help Spread the Word (2002-2010)  
Step #9: Establishing Budgets  
Determining Budgets  
Justifying the Budget  
Finding Sources for Additional Funding  
Appealing to Funders  
Revising Your Plan  
Ethical Considerations When Establishing Funding  
17. Creating an Implementation Plan and Sustaining Behavior
Marketing Highlight: "Let's Move!" First Lady Michelle Obama's Initiative to Reduce Childhood Obesity (2010)  
Step #10: Creating an Implementation Plan  
Sharing and Selling Your Plan  
Ethical Considerations When Implementing Plans  
Research Highlight: Turn it Off: An Anti-Idling Campaign (2007)  
Appendix A: Social Marketing Planning Worksheets
Appendix B: Social Marketing Resources
Chapter Notes
Name Index
Subject Index
About the Authors

"I finally had an opportunity this weekend to review the fourth edition of Lee and Kotler's Social Marketing: Influencing Behaviors for Good. What a treat to see an entirely new set of case examples that cover a wide range of social marketing applications. The book also incorporates new ideas from disciplines beyond traditional marketing borders, such as behavioral economics. Most importantly, the book retains its solid pedagogical approach, with clear explanations of social marketing's principles and the steps that make up the strategic planning process. Even if you have a copy of a previous edition, I recommend you add this one to your bookshelf."
-Carol Bryant, Florida Prevention Research Center at the University of South Florida

Caroln Bryant
Florida Prevention Research Center at the University of South Florida

"As teachers of behavioral science and practitioners of social marketing, we strongly recommend this volume to students as a reliable and well presented text, to teachers as a sound, thoroughly researched and multifaceted resource and to researchers as a compendium of cases and models from around the world."

Gideon Arulmani, PhD.
President, Indian Association for Career and Livelihood Planning
Gideon Arulmani, PhD.

This book has been used once in my course 2013 and will be used again spring 2015. It covers the central area of social marketing. Students liked it and also purchased it.

Dr Marjorita Sormunen
Nursing , University of Eastern Finland
February 19, 2015

It is a great book for social marketing, with excellent resources by leaders in the field.

Dr Peter Gryffin
School Health Promo Human Dvmt, Univ Of Wisconsin-Stevens Pt
August 21, 2014

Very comprehensive and good faculty resources

Dr Rebecca Ortiz
School Of Mass Communication, Texas Tech University
August 21, 2014

An excellent introduction to social marketing.

Mr Michael Parsons
Faculty of Business and Society, University of South Wales
July 12, 2014

I found the content to be educational and practical for the design of the intended course. Traditionally, I have used several sources to provide much of this same material. I am pleased to be able to offer my students a more comprehensive textbook with useful activities that reflect real-world experiences. Thank you!

Dr Michelle Harcrow
Health Promotion & Wellness, University Of Alabama
December 26, 2013

A very well structured book, that provides insightful guidance to students interested in working with social marketing. Highly recommendable.

Mrs Anna karina Kjeldsen
Aarhus School of Business, Aarhus University
December 12, 2013

Intersting and exciting topics, whhich explores the new concepts.

Mr Michael Hall
Management , City College Norwich
October 9, 2013

did not have the depth required for a area as dynamic as social media.

Mr Abdul Jabbar
Huddersfield University Business Schl, Huddersfield University
June 6, 2013

Nancy R. Lee

Nancy R. Lee, MBA, is president of Social Marketing Services, Inc., in Seattle, Washington, a strategic advisor for social marketing campaigns at  C+C in Seattle, and  teaching associate at the University of Washington , where she teaches social marketing in the MPA program. With more than 30 years of practical marketing experience in the public and private sectors, Ms. Lee has held numerous corporate marketing positions, including vice president and director of marketing for Washington State’s second-largest bank and director of marketing for the region’s Children’s Hospital and Medical Center.Ms. Lee has consulted with more... More About Author

Philip Kotler

Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the J. L. Kellogg School of Management, Northwestern University, Evanston, Illinois. Kellogg was twice voted Best Business School in Business Week’s survey of U.S. business schools. It is also rated Best Business School for the Teaching of Marketing. Professor Kotler has significantly contributed to Kellogg’s success through his many years of research and teaching there.He received his master’s degree at the University of Chicago and his Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and... More About Author

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ISBN: 9781412981491