Social marketing. Strategies for changing public behavior.

Kotler P; Roberto EL
New York, New York, Free Press, 1989. xii, 401 p.

Calls for social campaigns to change public attitudes and behavior have been at the core of strategies to solve teenage pregnancy, drug and alcohol abuse, poor nutrition, and the spread of acquired immunodeficiency syndrome (AIDS). In contemporary societies, social marketing is an underutilized but powerful means of changing behavior. It combines the integrated planning and action framework characteristic of traditional approaches to social change with recent advances in communications technology and marketing skills. The 5 steps of the social marketing management process include: 1) analyzing the social marketing environment; 2) researching and selecting the target adopter population; 3) designing social marketing strategies; 4) planning social marketing mix programs; and 5) organizing, implementing, controlling, and evaluating the social marketing effort. It is the scientific research into the specific needs, desires, beliefs, and attitudes of target adopters and the specific characteristics of the social products that are being marketed that differentiates social marketing from other efforts to influence changes in social ideas and practices. In some cases, social marketers are promoting products that have a tangible product-base (e.g., contraceptive devices for family planning); other products, e.g., the cessation of cigarette smoking, may be less tangible and require a more complex management approach. This volume provides a concise, step-by-step guide to analyzing the social marketing environment, developing social marketing programs, and managing such programs. Each step is illustrated by case histories, several of which involve condom promotion campaigns.

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