{"product_id":"success-in-social-marketing-100-case-studies-from-around-the-globe-paperback","title":"Success in Social Marketing: 100 Case Studies from Around the Globe - Paperback","description":"\u003cp\u003eby \u003cb\u003eNancy R. Lee\u003c\/b\u003e (Author), \u003cb\u003ePhilip Kotler\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eSocial marketing, a field first introduced by Philip Kotler and Gerald Zaltman in a pioneering article in the \u003cem\u003eJournal of Marketing\u003c\/em\u003e 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, \u003cem\u003eSuccess in Social Marketing\u003c\/em\u003e provides an accessible and comprehensive guide to the field, introducing stories from around the world including public health, injury prevention, environmental protection, community engagement, financial well-being, and education. The 100 case examples contained in this book, each about two pages in length, follow an outline that includes key components of a campaign: Wicked Problem, Purpose \u0026amp; 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 be achieved in a wide variety of disciplinary and national contexts. \u003cem\u003eSuccess in Social Marketing\u003c\/em\u003e 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. \u003c\/p\u003e\u003cp\u003eThis book is recommended reading for students enrolled in public administration, public health, environmental studies, as well as policymakers interested in ways social marketing may help influence their constituent behaviors for individual, as well as social, good.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eNancy R. Lee, \u003c\/strong\u003eM.B.A., is President of Social Marketing Services, Inc., in Seattle, Washington, a teaching associate at the University of Washington where she teaches social marketing in the public health and public administration programs, and a strategic advisor for social marketing campaigns at C+C in Seattle, a communications firm. She also teaches, through the International Social Marketing Association, an online course Introduction to Social MarketingCertificate Course. This is the 12th book she has coauthored with Philip Kotler. She can be reached at nancyrlee@msn.com.\u003c\/p\u003e\u003cp\u003eSee Epilogue section for more details on her career.\u003c\/p\u003e\u003cp\u003ePhilip Kotler, Ph.D., is the S.C. Johnson \u0026amp; Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern\u003c\/p\u003e\u003cp\u003eUniversity (emeritus). Called the Father of Modern Marketing, he just published the 16th edition of \u003ci\u003eMarketing Management\u003c\/i\u003e. He also published books on Capitalism, Democracy, and the Common Good. In 1971, he and Gerald Zaltman created the new field of social marketing to create behavioral change that would help people lead happier and healthier lives.\u003c\/p\u003e\u003cp\u003eSee Epilogue section for more details on his career.\u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 392\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.83 x 9 x 6 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e July 12, 2022\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":42097917198471,"sku":"9781032223247","price":90.7,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0601\/2623\/2711\/files\/6f9d19b5415afcf50582a2ac6a90844f.webp?v=1732357318","url":"https:\/\/booksby.splitshops.com\/products\/success-in-social-marketing-100-case-studies-from-around-the-globe-paperback","provider":"Books by splitShops","version":"1.0","type":"link"}