Success in Social Marketing: 100 Case Studies From Around the Globe

Social marketing is a field that uses marketing concepts to influence the behaviors of individuals and communities for the greater social good. Success in Social Marketing provides an accessible and comprehensive guide to the field, with 100 case examples covering public health, injury prevention, environmental protection, community engagement, financial well-being, and education. The book is intended to fill a gap in the market and inform and inspire students and practitioners through easily digestible case studies.

Format: Hardback
Length: 392 pages
Publication date: 12 July 2022
Publisher: Taylor & Francis Ltd

Social marketing, a field first introduced by Philip Kotler and Gerald Zaltman in a pioneering article in the Journal of Marketing in 1971, employs marketing concepts to influence the behaviors of individuals and communities for the greater social good. As the discipline celebrates its 50th anniversary, Success in Social Marketing offers 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 & 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.

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 well-being (microfinance, savings, employment), and educational achievement (early childhood education, college applications, female participation in STEM programs), to name but a few.

This book is recommended reading for students enrolled in public administration, public health, environmental studies, as well as social work, psychology, and nonprofit management. The book's unique approach to social marketing, combining theory with practical examples, makes it an invaluable resource for anyone seeking to make a positive impact on society.

In conclusion, Success in Social Marketing is a must-read for anyone interested in social marketing and its potential to create positive change in the world. With its comprehensive coverage of the field, accessible writing style, and inspiring case studies, this book provides a valuable resource for students, practitioners, and policymakers alike. As we continue to navigate the complex challenges of our time, social marketing will play an increasingly important role in shaping our collective future.

Weight: 900g
Dimension: 229 x 152 (mm)
ISBN-13: 9781032223278