Social Marketing: Changing Public Behaviour by Persuasion

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9780029184615: Social Marketing: Changing Public Behaviour by Persuasion

From the "pro" movements such as literary campaigns and voter registration drives to the "anti" programs to combat teenage pregnancy and AIDS, thousands of social agencies around the world promote causes. These sponsors find that to attain their goals, they need to exert a series of efforts to influence, change or control their target beneficiaries. This work sets out to provide a systematic marketing framework for understanding social campaigning, targeting "consumer" groups and applying the broad tools of the marketing mix. The authors attempt to show how organizations devoted to social change can effectively use their resources.

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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 Graduate School of Management, Northwestern University, Evanston, Illinois. Kellogg was voted the Best Business School for 6 years in Business Week’s 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.

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.

Professor Kotler is the author of Marketing Management: Analysis, Planning, implementation and Control, 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; and Kotler on Marketing. He has published over 100 articles in leading journals, several of which have received best article awards.

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.

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 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.

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.



Prof. Ned Roberto is the Coca-Cola Foundation Professor in International Marketing at the Asian Institute of Management in Metro Manila, Philippines. His teaching and research areas of interest include basic marketing, marketing research, social marketing, social marketing research, and consumer behavior. He has also taught at the Northwestern University’s Kellogg Graduate School of Management Chicago Campus and at the Euro-Asia Centre of INSEAD Macau and Singapore programs.

Prof. Roberto is currently the chairman and president of Roberto & Associates, Inc., a marketing research and consulting agency, and sits on the board of directors of several corporations. He is on the Editorial Board of the International Journal of Research in Marketing. He was the 1985 president of the Marketing and Opinion Research Society of the Philippines (MORES), and the recipient of the Philippine Marketing Association AGORA Award for Achievement in Marketing Education in 1983.

Prof. Roberto has authored seven books: two marketing research textbooks -- Applied Marketing Research and User-Friendly Marketing Research; two social marketing books – Strategic Decision Making in a Social Program and Social Marketing: Strategies for Changing Public Behavior (co-authored with Philip Kotler); a market segmentation book – Strategic Market Segmentation and A Guide to the Socio-Economic Classification of Filipino Consumers; and a local governance book – Making Local Governance Work. In 1975, he wrote the first social marketing book -- Strategic Decision Making in a Social Program, published by Lexington Books of Massachusetts (USA). He has also published several articles on marketing and social marketing in international journals and has contributed chapters in major books of readings in the field of marketing.

Before joining the Institute, Prof. Roberto was executive vice president of Consumer Pulse Inc., the ASEAN's largest survey research organization; vice president of Media Pulse, Inc.; and executive director of the International Council for the Management of Population Programmes (ICOMP).

He has done extensive consultancy work region-wide for national and transnational corporations and multilateral agencies. In the Philippines, he has been consultant for marketing planning, product management and marketing research to practically all the leading multinational corporations in the consumer goods, pharmaceutical, household products, beverage, cosmetics, processed food, banking, advertising, and airline industries. He has consulted overseas for several major multinational corporations in Australia, Hong Kong, Indonesia, Japan, Malaysia, Singapore, Thailand, and Taiwan. He has also been involved in social marketing planning and research, consulting for such international organizations as the World Bank, the UN Fund for Population Activities, the International Labour Organization, the UN Development Programme, the Asian Development Bank, the Ford Foundation, the International Development Research Centre, the Population Council, and the UN Economic Commission for Asia and the Far East.

Prof. Roberto received his Doctor of Philosophy in Marketing and a Master in Business Administration from The Kellogg Management School of Northwestern University (1973). 



Nancy R. Lee, MBA, is president of Social Marketing Services, Inc., in Seattle, Washington, and an adjunct faculty member at the University of Washington, 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. 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. Additional clients have included the Bill & Melinda Gates Foundation, Microinsurance Innovation Facility, USAID, and The World Bank. Campaigns developed for these clients targeted issues listed below: • Health: teen pregnancy prevention, HIV/AIDS prevention, nutrition education, sexual assault, diabetes prevention, adult physical activity, tobacco control, arthritis diagnosis and treatment, immunizations, dental hygiene, senior wellness, and eating disorder awareness • Safety: drowning prevention, senior fall prevention, underage drinking and driving, youth suicide prevention, binge drinking, pedestrian safety, and safe gun storage • Environment: natural gardening, preservation of fish and wildlife habitats, recycling, trip reduction, water quality, and water and power conservation She has conducted social marketing workshops around the world (Jordan, South Africa, Ghana, Ireland, Australia, Singapore, and Canada) 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, influencing financial behaviors, and tobacco control. Ms Lee has coauthoured nine 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); Social Marketing to Protect the Environment (2011); Social Marketing: Influencing Behaviors for Good (2011); and Good Works! Marketing and Corporate Initiatives That Build a Better World . . . and the Bottom Line (2012). 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)

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