Social marketing in India /
Sameer Deshpande, Nancy R. Lee
- New Delhi : Atlantic Publishers & Distributors (P) Ltd, 2025.
- xi, 424 pages : illustrations ; 24 cm.
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.