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.
Includes index.
Includes bibliographical references (p. 371-389).
Tabla de contenidos provista por Syndetics
Preface(p. ix)
Acknowledgments(p. xi)
Part 1 Understanding Social Marketing
1. The Nature and Role of Social Campaigns to Change Public Behavior(p. 3)
2. The Social Marketing Approach to Social Change(p. 24)
3. Social Marketing Research(p. 62)
Part 2 Analyzing the Social Marketing Environment
4. Mapping the Social Marketing Environment(p. 79)
5. Analyzing the Behavior of Target Adopters(p. 91)
6. Analyzing the Diffusion of Social Products(p. 119)
Part 3 Developing Social Marketing Programs
7. Designing the Social Product(p. 139)
8. Making the Social Product Available: Distribution Channels(p. 161)
9. Managing the Costs of Adoption(p. 174)
10. Promoting Through Mass Communication(p. 190)
11. Promoting Through Selective Communication(p. 212)
12. Promoting Through Personal Communication(p. 221)
13. Triggering Target Adopters' Actions(p. 238)
14. Managing Service Delivery and Target Adopters' Satisfaction(p. 248)
15. Mobilizing Influence Groups(p. 259)
Part 4 Managing Social Marketing
16. Developing the Social Marketing Plan(p. 275)
17. Organizing and Implementing Social Marketing Programs(p. 295)
18. Controlling Social Marketing Programs(p. 322)
19. Evaluating Social Marketing Programs(p. 342)
Epilogue(p. 369)
Notes(p. 371)
Index(p. 391)
Reseñas proporcionadas por Syndetics
Publishers Weekly Review
The author of this detailed primer take a no-nonsense approach to social change, arguing that marketing strategy will determine the outcome of any campaign, whether its goal is to reduce alcoholism or cigarette smoking, encourage family planning, improve dietary habits or promote environmental protection. Such efforts are analyzed here in terms of product-market fit, positioning, distribution channels, mobilization of influence groups, and so forth. Mini-case histories sprinkled throughout cover a wide spectrum, from Amnesty International's support for prisoner's rights and Project Head Start's health services to preschoolers, to the TV series Sesame Street' s promotion of literacy, and campaigns for AIDS prevention, energy conservation and combating teenage pregnancy. This textbook-like guide by two marketing professors (Kotler is at Northwestern, Roberto teaches in Manila) also focuses on direct mail, mass media, developing a marketing plan and program evaluation. A book for professionals, this is unlikely to interest general readers. (Oct.) (c) Copyright PWxyz, LLC. All rights reserved
CHOICE Review
"Social Marketing" is the application of marketing principles to those situations in which one group attempts to persuade others to "accept, modify or abandon certain ideas, attitudes, practices or behavior." The "social product" marketed could be an idea (family planning), a social practice (antismoking or voter registration), or a tangible product (condoms or safety bags for autos). The authors provide specific guidelines for the promotion, pricing, and distribution of "social products," and the necessary management steps for such programs. Interspersed are numerous examples of social marketing. One author (Roberto) draws heavily from his experiences with the Asian Institute of Management, so a large number of examples are from programs involving countries in the Far East. Social marketing is a relatively new branch of marketing specialization, and this book provides the first extensive practical treatment. In addition, it includes a fairly complete bibliography of related books and materials. Despite its business-oriented title, the book will probably be of greatest value to upper-division and graduate students in sociology, social welfare, political science, or other nonbusiness disciplines dealing with social products that must be "marketed" to the general public. -G. Kress, Colorado State University
Notas de autor provistas por Syndetics
Philip Kotler, an internationally renowned expert on social marketing, is S.C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University. The winner of several distinguished marketing awards and consultant to major corporations, he is the author of thirteen books that have appeared in fifteen languages. Eduardo L. Roberto is the Coca-Cola Foundation Professor of International Marketing at the Asian Institute of Management in Manila. He has worked in social programs throughout the world ranging from population control and rural development programs to campaigns to improve nutrition and health education, and is the author of Strategic Decision Making in a Social Program.
