PDF Ebook Social Marketing: Influencing Behaviors for Good, by Nancy R. Lee, Philip Kotler
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Social Marketing: Influencing Behaviors for Good, by Nancy R. Lee, Philip Kotler
PDF Ebook Social Marketing: Influencing Behaviors for Good, by Nancy R. Lee, Philip Kotler
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This is the definitive textbook for the planning and implementation of programs designed to bring about social change. The authors take key marketing principles and show readers how to apply them to campaigns and efforts to improve health, decrease injuries, protect the environment, build communities, and enhance financial well-being. Social marketing has grown in its sophistication and application to a wider array of social problems, and the Fourth Edition captures the momentum and excitement of this burgeoning field.
- Sales Rank: #136395 in Books
- Published on: 2011-10-20
- Original language: English
- Number of items: 1
- Dimensions: .90" h x 7.40" w x 9.10" l, 1.67 pounds
- Binding: Paperback
- 520 pages
Review
"I finally had an opportunity this weekend to review the fourth edition of Lee and Kotler's Social Marketing: Influencing Behaviors for Good. What a treat to see an entirely new set of case examples that cover a wide range of social marketing applications. The book also incorporates new ideas from disciplines beyond traditional marketing borders, such as behavioral economics. Most importantly, the book retains its solid pedagogical approach, with clear explanations of social marketing's principles and the steps that make up the strategic planning process. Even if you have a copy of a previous edition, I recommend you add this one to your bookshelf."
-Carol Bryant, Florida Prevention Research Center at the University of South Florida (Caroln Bryant Florida Prevention Research Center at the University of South Florida 2011-11-27)
"As teachers of behavioral science and practitioners of social marketing, we strongly recommend this volume to students as a reliable and well presented text, to teachers as a sound, thoroughly researched and multifaceted resource and to researchers as a compendium of cases and models from around the world." (Gideon Arulmani, PhD. Gideon Arulmani, PhD. 2012-05-29)
About the Author
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’s second-largest bank and director of marketing for the region’s Children’s Hospital and Medical Center. She conducts seminars and workshops on social marketing around the world, and has been a strategic adviser for 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. She has coauthored ten books with Philip Kotler.
Philip Kotler is the S. C. Johnson and Son Distinguished Professor International Marketing at the Kellogg School of Management, Northwestern University.� His most recent book, Confronting Capitalism: Real Solutions for a Troubled Economic System (2015) calls for both strong economic growth and a better sharing of the gains of economic growth. Professor Kotler is the author of over 50 books on markets and marketing.
Trained as an economist at the University of Chicago (under Nobel Laureate, Milton Friedman) and at M.I.T. (under Nobel Laureates, Paul Samuelson and Robert Solow), he has applied his economic knowledge to how markets and marketing works was an early developer of modern marketing and the emerging field of behavioural economics. As an expert on how buyers make their buying decisions, he broadened marketing to explain how buyers make their voting decisions on all kinds of issues.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Great read, user friendly!
By Kathleen Davis
This is a great read and it provides excellent examples of social marketing campaigns. I would highly recommend this book for anyone interested in promoting a grassroots program or a grant funded initiative aimed at changing unhealthy behaviors.
5 of 7 people found the following review helpful.
Excellent Book!
By JB
Kudo's to Nancy Lee and Philip Kotler for this outstanding book. As a university educator I found it to be very thorough, starting with a thorough discussion defining social marketing and explaining how social marketing differs from commercial marketing. The authors go on to outline steps to develop a social marketing plan, how to evaluate and select target audiences, crafting positioning, and so much more. The book has excellent hands-on case examples and a wealth of social media resources. Excellent work! Joe Barnes, CEO Digital3000.net and adjunct at Seattle University, University of Washington, and City University of Seattle.
2 of 3 people found the following review helpful.
An Excellent Introduction to Social Marketing
By Chrysostom
This textbook is a clearly presented and extremely useful introduction to the principles of social marketing, written by two of the premier practitioners in the field today. (Philip Kotler largely invented the discipline of social marketing in the 1970s.) It outlines the concepts behind the construction of an effective social marketing strategy, using real-life case studies as examples. The text is easy to read and is supplemented with numerous illustrations. Particularly helpful is a set of planning worksheets in the back which lay out in order the steps needed to develop an effective social marketing plan.
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