Social Marketing

Influencing Behaviors for Good
Third Auflage
ISBN: 978-1-4129-5647-5
Verlag: SAGE Publications

Buch, Englisch, 456 Seiten, Format (B × H): 178 mm x 229 mm

Examining how social marketing can be used as a strategy for changing behaviour, the Third Edition highlights successful social change campaigns that have been launched by governments, by a combination of governments and citizens, and by citizens themselves. Its theme is that knowledge, techniques, and technologies now exist to organize and implement effective social change programs in virtually every area of social concern, both locally and nationally.

Autoren/Hrsg.

Kotler, Philip

Lee, Nancy R.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Foreword – Alan Andreasen
Dedication
PART I: UNDERSTANDING SOCIAL MARKETING
Chapter 1: Defining Social Marketing
Marketing Highlight: “Save the Crabs. Then Eat Them.”
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?
Who Does Social Marketing?
What Social Issues Can Benefit from Social Marketing?
What Are Other Ways to Impact Social Issues?
What Is the Social Marketer’s Role in Influencing Upstream Factors?
Chapter 2: Steps in the Strategic Marketing Planning Process
Marketing Highlight: “Verb™ Summer Scorecard”
Marketing Planning: Process and Influences
10 Steps to Develop A Social Marketing Plan
Why Is a Systematic, Sequential Planning Process Important?
Where Does Marketing Research Fit In the Planning Process?
Marketing Dialogue
Chapter 3: Discovering Keys to Success
Marketing Highlight: “Competitive Analysis: A Fat Chance Pays Off in the UK”
12 Principles for Success
PART II: ANALYZING THE SOCIAL MARKETING ENVIRONMENT
Chapter 4: Determining Research Needs and Options
Marketing Highlight: “Jordan Water Efficiency Program”
Major Research Terminology
When Research is Used in the Planning Process
Steps in Developing a Research Plan
Research “That Won’t Break the Bank”
Chapter 5: Mapping the Internal and External Environments
Marketing Highlight: “Above the Influence: National Youth Anti-Drug Media Campaign”
Mapping the Internal and External Environments
PART III: ESTABLISHING TARGET AUDIENCES OBJECTIVES AND GOALS
Chapter 6: Selecting Target Markets
Marketing Highlight: “Freedom from Fear: Targeting Male Perpetrators of Intimate Partner Violence”
Step #3: Selecting Target Markets
Steps Involved in Selecting Target Markets
Variables Used to Segment Markets
Criteria for Evaluating Segments
How Target Markets are Selected
What Approach Should be Chosen
Research Highlight: “Encouraging African-American Women to ‘Take Charge. Take the Test.’”
Chapter 7: Setting Objectives and Goals
Marketing Highlight: “An Inconvenient Truth and A Social Marketing Story”
Step #4: Setting Objectives and Goals
Behavior Objectives
Knowledge and Belief Objectives
The Nature of Social Marketing Goals
Objectives and Goals are Only a Draft at This Step
Objectives and Goals will Be Used for Campaign Evaluation
Research Highlight: CDC’s “Behavior Risk Factor Surveillance System (BRFSS)”
Chapter 8: Deepening Your Understanding of the Target Market and the Competition
Marketing Highlight: “Is Your Family Prepared? Public Safety Canada”
Step #5: Identify Target Market Barriers, Benefits and the Competition
What More Do You Need to Know About the Target Market?
How Do You Learn More From and About the Target Market?
How Will This Help Develop Your Strategy?
Potential Revision of Target Markets, Objectives and Goals
Research Highlight: “Formative Research to Introduce an e-Health Network in the Ticino Canton, Switzerland”
PART IV: DEVELOPING SOCIAL MARKETING STRATEGIES
Chapter 9: Creating a Desired Positioning
Marketing Highlight: “Road Crew ‘Guess Who’s Having Fun Tonight’”
Positioning Defined
Step #6: Developing a Positioning Statement for Social Marketing Products
Behavior-Focused Positioning
Barriers-Focused Positioning
Benefit-Focused Positioning
Competition-Focused Positioning
Repositioning-Focused
How Positioning Relates to Branding
Research Highlight: “American Legacy Foundation - truth® campaign”
Chapter 10: Product: Creating a Product Platform
Marketing Highlight: AARP’s ‘Don’t Vote’ Campaign”
Product: The First “P”
Step #7: Developing the Social Marketing Product Platform
Branding
Research Highlight: “The Food Stamp Media Camp

Über Autor(innen)

Kotler, Philip
<p class="Biography"><b>Philip Kotler</b> is the S. C. Johnson & Son Distinguished Professor of International Marketing at the J. L. Kellogg Graduate School of Management, Northwestern University, Evanston, Illinois. Kellogg was voted the Best Business School for 6 years in <i>Business Week’s </i>survey of U.S. business schools. It is also rated as the 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.</p><p style="TEXT-ALIGN: justify">He received his master’s degree at the University of Chicago and his PhD degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.</p><p style="TEXT-ALIGN: justify">Professor Kotler is the author of <i>Marketing Management: Analysis, Planning, implementation and Control, </i>the most widely used marketing book in graduate business schools worldwide; <i>Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; The Marketing of Nations; </i>and <i>Kotler on Marketing. </i>He has published over 100 articles in leading journals, several of which have received best article awards.</p><p style="TEXT-ALIGN: justify">Professor Kotler was the first recipient of the American Marketing Association’s (AMA) Distinguished Marketing Educator Award (1985). The European Association of Marketing Consultants and Sales Trainers awarded him their prize for Marketing Excellence. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a 1975 survey. He also received the 1978 Paul Converse Award of the AMA, honoring his original contribution to marketing. In 1995, the Sales and Marketing Executives International (SMEI) named him Marketer of the Year.</p><p style="TEXT-ALIGN: justify">Professor Kotler has consulted for such companies as IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, and others in the areas of marketing strategy and planning, marketing organization, and international marketing.</p><p style="TEXT-ALIGN: justify">He has been Chairman of the College of Marketing of the Institute of Management Sciences, Director of the American Marketing Association, Trustee of the Marketing Science Institute, Director of the MAC Group, former member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He is a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation. He has received honorary doctoral degrees from Stockholm University, University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the University of Economics and Business Administration in Vienna, the Catholic University of Santo Domingo, and the Budapest School of Economic Science and Public Administration.</p><p style="TEXT-ALIGN: justify">He has traveled extensively throughout Europe, Asia, and South America, advising and lecturing to many companies and organizations. This experience expands the scope and depth of his programs, enhancing them with an accurate global perspective.</p>

Lee, Nancy R.
<p class="Biography"><b>Nancy Lee,</b> MBA, is President of Social Marketing Services, Inc. in Seattle, Washington, and an adjunct faculty member at the University of Washington, and the University of South Florida, where she teaches social marketing and marketing in the public sector. With more than 25 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.</p><p style="TEXT-ALIGN: justify">Ms. Lee has consulted with more than 100 nonprofit organizations and has participated in the development of more than 200 social marketing campaign strategies for public sector agencies. Clients in the public sector include the Centers for Disease Control and Prevention (CDC), Environmental Protection Agency (EPA), Washington State Department of Health, Office of Crime Victims Advocacy, county Health and Transportation Departments, Department of Ecology, Department of Fisheries and Wildlife, Washington Traffic Safety Commission, City of Seattle, and Office of Superintendent of Public Instruction. Campaigns developed for these clients targeted issues listed below:</p><p class="BulletedList">· Health: teen pregnancy prevention, HIV/AIDS prevention, nutrition education, diabetes prevention, adult physical activity, tobacco control, arthritis diagnosis and treatment, immunizations, dental hygiene, senior wellness, and eating disorder awareness</p><p class="BulletedList">· Safety: drowning prevention, underage drinking and driving, youth suicide prevention, binge drinking, pedestrian safety, and safe gun storage</p><p class="BulletedList">· Environment: natural gardening, preservation of fish and wildlife habitat, recycling, trip reduction, water quality, and water and power conservation</p><p class="Biography">She has conducted social marketing workshops for more than 2,000 public sector employees involved in developing public behavior change campaigns in the areas of health, safety, the environment and financial well being. She has been a keynote speaker on social marketing at conferences for improved water quality, energy conservation, family planning, nutrition, recycling, teen pregnancy prevention, and tobacco control.</p><p class="Biography"><em>Ms. Lee has coauthored seven other books with Philip Kotler: Social Marketing: Improving the Quality of Life (2002), Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause (2005), Marketing in the Public Sector: A Roadmap for Improved Performance (2006), Social Marketing: Influencing Behaviors for Good (2008), UP and OUT of Poverty: The Social Marketing Solution (2009), Social Marketing in Public Health (2010), and, Social Marketing to Protect the Environment (2011). . She has also contributed articles to the Stanford Social Innovation Review, Social Marketing Quarterly, Journal of Social Marketing and The Public Manager. (See more on Nancy Lee at www.socialmarketingservice.com) </em></p>