Social Marketing: Improving the Quality of Life - Softcover

Kotler, Philip; Roberto, Ned; Lee, Nancy R.

4.22

27 ratings by Goodreads

9780761924340: Social Marketing: Improving the Quality of Life

Softcover

ISBN 10: 0761924345 ISBN 13: 9780761924340

Publisher: SAGE Publications, Inc, 2002

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`As this book attests, social marketing is an extremely powerful set of concepts and tools that can accomplish much to relieve the pain and suffering of populations around the world and to address social problems that have their roots in undesirable behaviors. We are fortunate to have some of the best thinkers and writers in our field-such as represented in this volume-committed to making this happen' -

From the Foreword, Alan R Andreasen, Georgetown University

`This Second Edition of Social Marketing pulls it all together-new science and new practice. Hopefully, this will become the standard on which we can all build a solid future for tomorrow's programs of social change' - William A Smith, Executive Vice President, Academy for Educational Development

`Professor Kotler's dynamic team of marketers has created a valuable, comprehensive textbook. Didactic information is supplemented with marketing and research highlights that provide students with real-world examples of how social marketing is used to influence behavior change. This well-crafted text is an important resource for anyone teaching, studying, or working in the social change arena'- Carol A Bryant

Co-Director Florida Prevention Research Center at the University of South Florida

`This is perhaps the most comprehensive and well thought-out compilation of information for social marketing I've seen. A great blueprint for developing, implementing, and evaluating social marketing programs' - Scott B Downing, American Cancer Society, Atlanta, GA, Marketing Director, Brand Development

`This book provides a rich concentration of social marketing theory and experience, from classic examples to the current thinking in the field. In clear language, with over 100 examples, this text gives both experienced and novice social marketers a blueprint for creating a social marketing plan that transforms theory into doable programs' - Rebecca Brookes, Planned Parenthood of Northern New England, Vice President, Marketing & Communications and social marketing consultant

`The book pulls it all together� key concepts, case studies, and a step-by-step process for developing social marketing programs. World Bank supported programs and indeed all development practitioners can benefit from the ideas and concepts put forward by the authors' - Cecilia Caba�ero-Verzosa, World Bank, Head, Knowledge and Capacity-Building Unit Development Communication External Affairs Vice-Presidency

`This is an inspiring and wonderfully written textbook which I plan to use as required reading for my courses in the future. It will serve as a strong motivator for students to think outside the box about creative solutions to social problems' - Michael Baldwin, Adjunct Professor, Mark Hatfield School of Government, Portland State University, Lecturer, and Daniel Evans School of Public Affairs, University of Washington

The authors provide a fully revised and updated Second Edition of the bestselling benchmark work. It is a comprehensive, multidisciplinary guide for planning and implementing social and behavioural campaigns in the health and social sectors:

-offering the most up-to-date coverage in the field, the authors show how organizations devoted to social change can use commercial marketing concepts and tools to effectively influence the beliefs, attitudes, and actions of individuals

- taking a hands-on approach, students and professionals are taken through the entire process of putting together a successful campaign which includes: analysing the environment, establishing target audiences, objectives and goals, designing market strategies, and developing a plan for evaluation and monitoring

- each chapter contains case highlights, written by professionals from a wide range of agencies and organizations. They give readers an insight into the capabilities of their own organizations and the political and economic realities surrounding them.

This important new work also contains clear and helpful aids that target both the student and professional needs

Helpful features that include key chapter questions, chapter overviews, end of chapter summaries, terms and concepts and many more

It is engrossing, easy to use and informative with an extensive collection of graphics and photographs that reinforce important concepts. Additionally, an appendix includes worksheets that show the step by step process of creating a social marketing campaign.

This is a `Must Have' for all those involved in the fields of marketing, health and communication.

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Review:

"This is perhaps the most comprehensive and well thought out compilation of information for social marketing I've seen. A great blue-print for developing, implementing, and evaluating social marketing programs."

(Scott Downing)

"At long last there is a book addressing the challenges faced by social marketers in the 21st century. Managers in a host of non-profit organizations and government agencies will surely welcome Social Marketing, a book that lays out the issues in plain language, provides example after example of successful social marketing strategies and campaigns, and, most important, provides a comprehensive, no-nonsense framework that can be successfully applied within in any organization. Social Marketing goes far to illustrate that marketing is not just for products like shampoo, dog food and breakfast cereal anymore; increasingly, managers are faced with the challenge of marketing issues and behaviors like eating healthy foods, family planning, and buckling up. The first step a manager should take before embarking on any social marketing campaign is to read this book."

(E. Marla Felcher, Ph.D.)

Social Marketing: Improving the Quality of Life, is the indispensable companion for leaders in all three sectors who recognize that social marketing is a leadership imperative. Philip Kotler’s great new book moves us to a higher level of understanding and performance. It is superb.

(Francis Hesselbein)

About the Author:

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 in behavioral science at the University of Chicago.

Professor Kotler is the author of Marketing Management, the most widely used marketing book in graduate business schools worldwide; 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; Marketing 3.0,; Good Works, Market Your Way to Growth, Winning Global Markets, Kotler on Marketing, Confronting Capitalism, and Democracy in Decline. He has published over 150 articles in leading journals, several of which have received best-article awards.

Professor Kotler was the first recipient of the Distinguished Marketing Educator Award (1985) given by the American Marketing Association (AMA). 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, Sales and Marketing Executives International (SMEI) named him Marketer of the Year. In 2012 he received the William L. Wilkie “Marketing for a Better World: Award of the American Marketing Association Foundation (AMAF). In 2014, he was inducted into the AMA Marketing Hall of Fame. He was the first chosen Legend in Marketing and his work was published and reviewed in nine volumes.

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.

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 was 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, and several other universities.

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.

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