You are here

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

August 2012 | 520 pages | SAGE South Asia
A companion website is available for this text

This is the definitive textbook for the planning and implementation of programs designed to bring about social change. The authors take key marketing principles and show readers how to apply them to campaigns and efforts to improve health, decrease injuries, protect the environment, build communities, and enhance financial well-being. Social marketing has grown in its sophistication and application to a wider array of social problems, and the Fourth Edition captures the momentum and excitement of this burgeoning field.

Passwork-protected Instructor Resources at include powerpoint slides, chapter summaries, discussion questions, and social marketing planning worksheets.

Foreword Alan R Andreasen
Defining Social Marketing
10 Steps in the Strategic Marketing Planning Process
16 Tips for Success
II. Analyzing the Social Marketing Enviornment
Determining Research Needs and Options
Choosing a Purpose and Focus for Your Plan and Conducting a Situation
III: Establishing Target Audiences, Objectives, and Goals
Segmenting, Evaluating and Selecting Target Audiences
Setting Behavior Objectives and Goals
Identifying Barriers, Benefits, the Competitions and Influential Others
IV. Developing Social Marketing Srategies
Crafting 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
V: Managing Social Marketing Programs
Developing a Plan for Monitoring and Evaluation
Establishing Budgets and Finding Funding
Creating an Implementation Plan and Sustaining Behavior
Appendix A: Social Marketing Planning Worksheets
Appendix B: Social Marketing Resources
Chapter Notes
Name Index
Subject Index

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

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.

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

Preview this book

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

For instructors


Originally Priced at

Purchasing options

Please select a format:

ISBN: 9788132110200