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Turning Principle into Practice
Social Marketing: Changing Behaviors for Good is the definitive textbook for the planning and implementation of programs designed to influence 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 “social marketing” 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 26 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.
- Sales Rank: #22463 in Books
- Published on: 2015-01-14
- Original language: English
- Number of items: 1
- Dimensions: 9.20" h x .90" w x 7.50" l, 2.51 pounds
- Binding: Paperback
- 584 pages
Review
“It is one of the best books out there, so have continued to use it. Students generally like it. . . .This is the state of the art text.” (W. Douglas Evans)
“The strength of the book is in the examples (including boxes), especially the different lengths so that you can kind of choose yourself how much to use and how deep to go into a particular illustration.” (G. Scott Erickson)
“I like the mix of topics in the book, and I like the chapter dedicated to each step of the marketing process.” (Jennifer Cross)
“I like the text because it ties to concepts the students have learning in Principles of Marketing, but also distinguishes how social marketing is different than traditional marketing. The vignettes provide good examples, and the chapters are not too long or complex.” (Nicole Vowles)
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
0 of 0 people found the following review helpful.
Buy this--don't rent!
By Mariana Felix
Great book. Never used it in class, but actually had very interesting concepts. Wish I would have kept it instead of just renting.
0 of 0 people found the following review helpful.
Five Stars
By Gary Chang
A practical and book on my list. It motivates me a lot.
0 of 0 people found the following review helpful.
Five Stars
By Amazon Customer
Exceptional book on social marketing
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