Turning Principle into Practice Social Marketing: Changing Behaviors for Good is the definitive textbook for the planning and implementation of programs designed to influence social change. No other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action. Nancy R. Lee (a preeminent lecturer, consultant, and author in social marketing) and Philip Kotler (an influential individual in the field who coined the term “social marketing” in 1971 with Gerald Zaltman) demonstrate how traditional marketing principles and techniques are successfully applied to campaigns and efforts to improve health, decrease injuries, protect the environment, build communities and enhance financial well-being. The Fifth Edition contains 25 new cases highlighting the 10 step planning model, and a new chapter describing major theories, models and frameworks that inform social marketing strategies and inspire social marketers. Table Of Contents PART 1: UNDERSTANDING SOCIAL MARKETING Chapter 1: Defining And Distinguishing Social Marketing Marketing Highlight: Ending Polio in India What is Social Marketing? Where Did the Concept Originate? How Does Social Marketing Differ From Commercial Marketing? How Does Social Marketing Differ From Other Related Disciplines, Behavior Change Theories and Models, and Promotional Tactics? What Is Social Marketing’s Unique Value Proposition? Who Does Social Marketing? What Social Issues Can Benefit From Social Marketing? What Are Other Ways to Impact Social Issues? What Is the Social Marketer’s Role in Influencing Upstream Factors and Midstream Audiences? When Is Social Marketing “Social Marketing”? When Is It Something Else? Chapter 2: 10 Steps In The Strategic Marketing Planning Process Marketing Highlight: Water Sense Marketing Planning: Process and Influences 10 Steps to Developing a Social Marketing Plan Why Is a Systematic, Sequential Planning Process Important? Where Does Marketing Research Fit in the Planning Process? Marketing Dialogue PART 2: ANALYZING THE SOCIAL MARKETING ENVIRONMENT Chapter 3: Determining Research Needs And Options Marketing Highlight: Decreasing Use of Mobile Phones While Driving Major Research Terminology Steps In Developing a Research Plan Research “That Won’t Break the Bank” Chapter 4: Choosing A Social Issue, Purpose And Focus For Your Plan And Conducting A Situation Analysis Marketing Highlight: Every Child By Two Step 1: Describe the Social Issue, Background, Purpose, and Focus of Your Plan, and Step 2: Conduct a Situation Analysis (SWOT) Ethical Considerations When Choosing a Focus for Your Plan PART 3: SELECTING TARGET AUDIENCES, OBJECTIVES, AND GOAL Chapter 5: Segmenting, Evaluating, And Selecting Target Audiences Marketing Highlight: Increasing Alternative Transportation by Targeting a Group Open to Change Step 3: Select Target Audiences Steps Involved in Selecting Target Audiences Variables Used to Segment Markets Criteria for Evaluating Segments How Target Audiences Are Selected What Approach Should Be Chosen? Ethical Considerations When Selecting Target Audiences Chapter 6: Setting Behavior Objectives And Target Goals Marketing Highlight: Reducing Deaths at Railroad Crossings in India Step 4: Set Behavior Objectives and Target Goals Behavior Objectives Knowledge and Belief Objectives Target Goals Objectives and Target Goals Are Only a Draft at This Step Objectives and Target Goals Will Be Used for Campaign Evaluation Ethical Considerations When Setting Objectives and Target Goals Chapter 7: Identifying Barriers, Benefits, Motivators, The Competition, And Influential Others Marketing Highlight: Reducing Litter in Texas: Don’t mess with TexasR’s New “CANpaign” Step 5: Identify Target Audience Barriers, Benefits, Motivators, the Competition, and Influential Others What More Do You Need to Know About the Target Audience? How Do You Learn More From and About the Target Audience? How Will This Help Develop Your Strategy? Potential Revision of Target Audiences, Objectives, and Goals Ethical Considerations When Researching Your Target Audience Chapter 8: Tapping Behavior Change Theories, Models, And Frameworks Marketing Highlight: Preventing Domestic Violence Among Women in West Africa A Social Norms Approach Informing Audience Segmentation and Selection Informing Behavior Selection and Goals Deepening Understanding of Audience Barriers, Benefits, Motivators, The Competition and Influential Others Inspiring Development of Social Marketing Mix Strategies PART 4: DEVELOPING SOCIAL MARKETING STRATEGIES Chapter 9: Crafting A Desired Positioning Marketing Highlight: truth Positioning Defined Behavior-Focused Positioning Barriers-Focused Positioning Benefits-Focused Positioning Competition-Focused Positioning Repositioning How Positioning Relates To Branding Ethical Considerations When Developing a Positioning Statement Chapter 10: Product: Creating A Product Platform Marketing Highlight: Increasing Pet Adoption with Meet Your Match Product: The First “P” Step 7: Develop the Social Marketing Product Platform Design Thinking Branding Ethical Considerations Related to Creating a Product Platform Chapter 11: Price: Determining Monetary And Nonmonetary Incentives And Disincentives Marketing Highlight: Reducing Tobacco Use through Commitment Contracts Step 7: Determine Monetary and Nonmonetary Incentives and Disincentives More On Commitments and Pledges Setting Prices for Tangible Goods and Services Ethical Considerations Related to Pricing Strategies Chapter 12: Place: Making Access Convenient And Pleasant Marketing Highlight: Books: The Ultimate Toy for Toddlers & Lucie and Andre Chagnon Foundation Place: The Third “P” Step 7: Develop the Place Strategy Social Franchising Ethical Considerations When Selecting Distribution Channels Chapter 13: Promotion: Deciding On Messages, Messengers, And Creative Strategies Marketing Highlight: Seafood WatchR: Influencing Sustainable Seafood Choices Promotion: The Fourth “P” A Word About the Creative Brief Message Strategy Messenger Strategy Creative Strategy Pretesting Ethical Considerations When Deciding on Messages, Messengers, and Creative Strategies Chapter 14: Promotion: Selecting Communication Channels Marketing Highlight: Increasing Blood Donations in Australia Using Social Media and More Promotion: Selecting Communication Channels Traditional Media Channels Nontraditional and New Media Channels Factors Guiding Communication Channel Decisions Ethical Considerations When Selecting Communication Channels PART 5: MANAGING SOCIAL MARKETING PROGRAMS Chapter 15: Developing A Plan For Monitoring And Evaluation Marketing Highlight: ParticipACTION Step 8: Develop a Plan for Monitoring and Evaluation Why Are You Conducting This Measurement? What Will You Measure? How Will You Measure? When Will You Measure? How Much Will It Cost? Ethical Considerations in Evaluation Planning Chapter 16: Establishing Budgets And Finding Funding Marketing Highlight: Increasing Funding through Corporate Social Marketing Step 9: Establish Budgets and Finding Funding Sources Determining Budgets Justifying The Budget Finding Sources for Additional Funding Appealing to Funders Revising Your Plan Ethical Considerations When Establishing Funding Chapter 17: Creating An Implementation Plan And Sustaining Behavior Marketing Highlight: Improving Water Quality and Protecting Fish and Wildlife Habitats In Puget Sound and Chesapeake Bay Step 10: Complete an Implementation Plan Phasing Sustainability Anticipating Forces Against Change Sharing and Selling Your Plan Ethical Considerations When Implementing Plans