Success in Social Marketing 100 Case Studies from Around the Globe by Nancy R. Lee

$47.99

Buy 2, get 1 free. Applied automatically at checkout.

Before you buy

Check your email at checkoutYour download link is sent to the address you enter, so make sure it's typed correctly.
This is a digital PDFNothing is shipped. The download link arrives by email right after payment.
30-day money-back guaranteeIf the file doesn't work, we'll replace it or refund you.

Can't find the ebook you want?

Send us a photo of the cover in live chat and we'll look for it. We usually reply within 10 minutes.

About this 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 related to multiple sectors including public health, injury prevention, environmental protection, community engagement, financial well-being, and education. The 100 case examples contained in this book, each 2 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 to 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 required reading for students enrolled in public administration and nonprofit management programs, practitioners in public health and environmental sectors, as well as policymakers interested in ways social marketing may help influence their constituent behaviors for individual, as well as social, good"--