Social marketing : influencing behaviors for good / Nancy R. Lee, Philip Kotler.

Prev. ed. entered under: Kotler, Philip.

Includes bibliographical references and indexes.

CONTENT
Foreword Alan R. Andreasen --
PART I: UNDERSTANDING SOCIAL MARKETING --
Chapter 1. Defining Social Marketing --
Marketing Highlight: Sustainable Malaria Prevention, NetMark's Success Story (1999-2009) --
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 Proposition? 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? --
Chapter summary --
Marketing dialogue. When is social marketing " Social marketing"? When is it something else? --
Chapter 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 ?--
Why Is a Systematic, Sequential Planning Process? --
Where Does Marketing Research Fit in the Planning Process? --
Marketing Dialogue. Social marketing contributes to social good ("Good" Defined by whom?)
Chapter 3. 16 Tips for Success --
Marketing Highlight. Reducing "Drink Driving" in Australia (2003-2009) --
16 Tips for Success --
Marketing Dialogue. The seatbelt man --
PART II: ANALYZING THE SOCIAL MARKETING ENVIRONMENT --
Chapter 4. Determining Research Needs and Options --
Marketing Highlight: Increasing Family Planning in Pakistan (2007) --
Major Research Terminology --
Steps in Developing a Research Plan --
Research "That Won't Break the Bank" --
Chapter summary --
Research Highlight: The "Yes" Initiative for Youth Employment in Maldives (2007) --
Chapter 5. Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis --
Highlight: Reducing Diarrheal Disease in India: The ORS-Zinc Solution (2008-2010) --
Step 1; Describe the Background, Purpose, and Focus for Your Plan, and
Step 2: 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) --
PART III: SELECTING TARGET AUDIENCES, OBJECTIVES AND GOALS --
Chapter 6. Segmenting, Evaluating and Selecting Target Audiences --
Marketing Highlight: Reducing Tobacco Use in the United States; Legacy Small Innovative Grants Research Program Recognizes "One Size Never Fits All" (2010) --
Step #3: Selecting Target Audiences --
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 Audiences --
Chapter summary --
Research Highlight: "You Know Different:" Barriers and Benefits Research Informing a Youth HIV Testing Campaign (2005) --
Chapter 7. Setting Behavior Objectives and Goals --
Marketing Highlight: Seafood Watch: Influencing Sustainable Seafood Choices (2010) --
Step #4: Setting Objective and Target Goals --
Behavior Objectives --
Knowledge and Belief Objectives --
Objectives and Target Goals Are Only a Draft at This Step --
Objectives and Target Goals Will Be Used for Campaign Evaluation --
Ethical considerations when setting objectives and target goals --
Chapter summary --
Research Highlight: Reducing Tractor Rollover Injuries and Deaths: A social marketing approach that makes it look easy (2006)
Chapter 8. Identifying Barriers, Benefits, the Competitions and Influential Others --
Marketing Highlight: Be Active: An Award Winning Program in Birmingham, England (2008-2010) --
Step #5: Identify Target Audiences Barriers, Benefits, and the Competition and Influential Others --
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 --
Chapter summary --
Research Highlight: Reducing Drinking and Driving in Montana: Evaluating a Social Norms Approach (2003) --
PART IV: DEVELOPING SOCIAL MARKETING STRATEGIES --
Chapter 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: Develop a Positioning Statement for Social Marketing --
Offerings Behavior-Focused Positioning --
Barriers-Focused Positioning --
Competition-Focused Positioning --
Repositioning-Focused How Positioning Relates to Branding --
Ethical Considerations When Developing a Positioning Statement --
Chapter summary --
Research Highlight: Stopping Aquatic Hitchhikers: A Branding Strategy (2010) --
Chapter 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 --
Branding --
Ethical Considerations Related to Creating a Product Platform --
Chapter summary --
Research Highlight: Ethnographic Research to Study Use of Water Treatment Devices in Andhra Pradesh, India: PATH's Safe Water Project (2006 - 2011) --
Chapter 11. Price: Determining Monetary and Nonmonetary Incentives and Disincentives --
Marketing Highlight: Increasing Water Availability in Jordan Using Financial Incentives (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 --
Chapter summary --
Research Highlight: Formative Research: Decreasing Use of Plastic Bags and Increasing Use of Reusable Ones in Ireland (2002-2004) --
Chapter 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 --
Chapter summary --
Research Highlight: Bicycling in the Netherlands: What Went Right? (2010) --
Chapter 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 --
Pretesting --
Ethical Considerations When Deciding Messages, Messengers, and Creative Strategies --
Chapter summary
Research Highlight: "No Junk Mail" in Bayside, Australia: Personal Interviews and Observation Research (2009) --
Chapter 14. Promotion: Selecting Communication Channels --
Marketing Highlight: Using Text Messaging to Improve Health: A Successful Pilot for Reducing Obesity (2008-2009) --
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) --
PART V: MANAGING SOCIAL MARKETING PROGRAMS --
Chapter 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 --
Chapter summary --
Research Highlight: Increasing Breast Cancer Screening Rates in Tokyo, Japan: Demonstrating the Benefits of Monitoring Efforts to Reach goals (2009-2010) --
Chapter 16. Establishing Budgets and Finding Funding --
Marketing Highlight: The Heart Truth: Mobilizing Partners to Help Spread the Word (2002-2010) --
Step #9: Establishing Budgets and find funding sources --
Determining Budgets --
Justifying the Budget --
Finding Sources for Additional Funding --
Appealing to Funders --
Revising Your Plan --
Ethical Considerations When Establishing Funding --
Chapter 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: Complete an Implementation Plan --
Phasing --
Sustainability --
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.

Taking key marketing principles and applying them to campaigns and efforts to influence social action, this book 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.