000			02713cam a22002058i 4500
999			_c22421 _d22421
020			_a9781032223247
020			_a9781032223278
082	0	0	_a658.872 _bLEE
100	1		_aLee, Nancy R.,
245	1	0	_aSuccess in social marketing : _b100 case studies from around the globe / _cNancy R. Lee and Philip Kotler.
260			_aNew York : _bRoutledge, Taylor & Francis Group, _c2023
300			_a391 pages : _billustrations (black and white) ; _c24 cm
504			_aIncludes bibliographical references and index.
520			_a"Social marketing, a field first introduced by Philip Kotler and Gerald Zaltman in a pioneering article in the Journal of Marketing in 1971, uses marketing concepts to influence the behaviors of individuals and communities for the greater social good. Now, as the discipline celebrates its 50th anniversary, Success in Social Marketing provides an accessible and comprehensive guide to the field, introducing stories from around the world related to multiple sectors including public health, injury prevention, environmental protection, community engagement, financial well-being, and education. The 100 case examples contained in this book, each 2 pages in length, follow an outline that includes key components of a campaign: Wicked Problem, Purpose & Focus, Priority Audience, Desired Behavior, Audience Insights, Marketing Intervention Mix, and Results. This common structure provides the reader with a clear sense of how success in social marketing may best to achieved in a wide variety of disciplinary and national contexts. Success in Social Marketing is intended to fill a gap in the market as well as inform and inspire students and practitioners through 100 easily digestible case studies. Issues addressed include public health (opioid use, mental health, COVID-19) , injury prevention (gun violence, youth suicide, texting while driving), environmental protection (wildfires, bicycle transportation in urban areas, food waste), community engagement (homelessness, racially motivated violence, voting) financial wellbeing (microfinance, savings, employment), and educational achievement (early childhood education, college applications, female participation in STEM programs), to name but a few. This book is required reading for students enrolled in public administration and nonprofit management programs, practitioners in public health and environmental sectors, as well as policymakers interested in ways social marketing may help influence their constituent behaviors for individual, as well as social, good"--
650		0	_aSocial marketing.
650		0	_aMarketing _xSocial aspects.
650		0	_aConsumer behavior.
700	1		_aKotler, Philip,
942			_2ddc _cBK