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.

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)

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