Success in social marketing: 100 case studies from around the globe
Material type:
TextPublisher: New York, NY : Routledge, Taylor & Francis Group, 2023Description: 391 pContent type: text Media type: computer Carrier type: online resourceSubject(s): Social marketing | Marketing | Consumer behaviorAdditional physical formats: Print version:: Success in social marketingDDC classification: 658.8 Summary: "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"--
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|---|
Book
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Indian Institute of Management LRC General Stacks | Marketing | 658.8 LEE (Browse shelf(Opens below)) | 1 | Available | 005491 |
Browsing Indian Institute of Management LRC shelves, Shelving location: General Stacks, Collection: Marketing Close shelf browser (Hides shelf browser)
List of figures
Introduction: Framework Used for Each Case Story
Improving Public Health: 30 Success Stories
Preventing Injuries: 15 Success Stories
Protecting the Environment: 30 Success Stories
Engaging Communities: 15 Success Stories
Enhancing Financial Well Being: 5 Success Stories
Supporting Educational Milestones: 5 Success Stories
Epilogue
Index
Includes bibliographical references and index.
"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"--
Description based on print version record and CIP data provided by publisher.
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