I: UNDERSTANDING SOCIAL MARKETING
Defining Social Marketing
10 Steps in the Strategic Marketing Planning Process
16 Tips for Success
II: ANALYZING THE SOCIAL MARKETING ENVIRONMENT
Determining Research Needs and Options
Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis
III: SELECTING TARGET AUDIENCES, OBJECTIVES, AND GOALS
Segmenting, Evaluating, and Selecting Target Audiences
Setting Behavior Objectives and Goals
Identifying Barriers, Benefits, the Competition, and Influential Others
IV: DEVELOPING SOCIAL MARKETING STRATEGIES
Crafting a Desired Positioning
Product: Creating a Product Platform
Price: Determining Monetary and Nonmonetary Incentives and Disincentives
Place: Making Access Convenient and Pleasant
Promotion: Deciding on Messages, Messengers, and Creative Strategies
Promotion: Selecting Communication Channels
V: MANAGING SOCIAL MARKETING PROGRAMS
Developing a Plan for Monitoring and Evaluation
Establishing Budgets and Finding Funding
Creating an Implementation Plan and Sustaining Behavior
Epilogue
Appendix: Social Marketing Planning Worksheets
Name Index
Subject Index

Social Marketing in India, an adaptation of Nancy R. Lee and Philip Kotler's highly successful book Social Marketing: Influencing Behaviors for Good, is structured around the ten-step marketing planning process. It encourages social change managers to undertake a systematic approach to behavioural change rather than only focusing on advertisements. With examples from diverse scenarios, it serves as a comprehensive resource on social marketing, particularly within the Indian context. The book explores the art and science of behavioral social marketing, highlighting its critical role in policymaking, marketing ethics and behavioural psychology.