Social Marketing: Changing Behaviors for Good

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Social Marketing: Changing Behaviors for Good

Course Codes : MKT307
ISBN : 9781452292144
Publisher : Sage
Author(s) :
Publication Date :
Edition : 5th
Overview Social Marketing: Changing Behaviors for Good is the definitive textbook for the planning and implementation of programs designed to bring about social change. No other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action. Nancy R. Lee (a preeminent lecturer, consultant, and author in social marketing) and Philip Kotler (an influential individual in the field who coined the term and ldquo;social marketing and rdquo; in 1971 with Gerald Zaltman) demonstrate how traditional marketing principles and techniques are successfully applied to campaigns and efforts to improve health, decrease injuries, protect the environment, build communities and enhance financial well-being. The Fifth Edition contains more than 25 new cases highlighting the 10 step planning model, and a new chapter describing major theories, models and frameworks that inform social marketing strategies and inspire social marketers.

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