Social Marketing [Hardcover]

Philip Kotler (Author)

Book Description

ISBN-10: 0029184614 | ISBN-13: 978-0029184615 | Publication Date: October 30, 1989

From the "pro" movements such as literary campaigns and voter registration drives to the "anti" programs to combat teenage pregnancy and AIDS, thousands of social agencies around the world promote causes. These sponsors find that to attain their goals, they need to exert a series of efforts to influence, change or control their target beneficiaries. This work sets out to provide a systematic marketing framework for understanding social campaigning, targeting "consumer" groups and applying the broad tools of the marketing mix. The authors attempt to show how organizations devoted to social change can effectively use their resources.

Editorial Reviews

From Publishers Weekly

The author of this detailed primer take a no-nonsense approach to social change, arguing that marketing strategy will determine the outcome of any campaign, whether its goal is to reduce alcoholism or cigarette smoking, encourage family planning, improve dietary habits or promote environmental protection. Such efforts are analyzed here in terms of product-market fit, positioning, distribution channels, mobilization of influence groups, and so forth. Mini-case histories sprinkled throughout cover a wide spectrum, from Amnesty International's support for prisoner's rights and Project Head Start's health services to preschoolers, to the TV series Sesame Street' s promotion of literacy, and campaigns for AIDS prevention, energy conservation and combating teenage pregnancy. This textbook-like guide by two marketing professors (Kotler is at Northwestern, Roberto teaches in Manila) also focuses on direct mail, mass media, developing a marketing plan and program evaluation. A book for professionals, this is unlikely to interest general readers.
Copyright 1989 Reed Business Information, Inc.

Review

"This is perhaps the most comprehensive and well thought out compilation of information for social marketing I've seen. A great blue-print for developing, implementing, and evaluating social marketing programs." 

(Scott Downing )

"At long last there is a book addressing the challenges faced by social marketers in the 21^st century. Managers in a host of non-profit organizations and government agencies will surely welcome Social Marketing, a book that lays out the issues in plain language, provides example after example of successful social marketing strategies and campaigns, and, most important, provides a comprehensive, no-nonsense framework that can be successfully applied within in any organization. Social Marketing goes far to illustrate that marketing is not just for products like shampoo, dog food and breakfast cereal anymore; increasingly, managers are faced with the challenge of marketing issues and behaviors like eating healthy foods, family planning, and buckling up. The first step a manager should take before embarking on any social marketing campaign is to read this book."

(E. Marla Felcher, Ph.D. )

Social Marketing: Improving the Quality of  Life, is the indispensable companion for leaders in all three sectors who recognize that social marketing is a leadership imperative. Philip Kotler’s great new book moves us to a higher level of understanding and performance. It is superb.

(Francis Hesselbein ) --This text refers to an out of print or unavailable edition of this title.

See all Editorial Reviews

Product Details

• Hardcover: 401 pages
• Publisher: Free Press (October 30, 1989)
• Language: English
• ISBN-10: 0029184614
• ISBN-13: 978-0029184615
• Product Dimensions: 9.3 x 6.1 x 1.6 inches
• Shipping Weight: 1.8 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #1,258,452 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

12 of 12 people found the following review helpful:

5.0 out of 5 stars A Needed Contribution to the Field, May 24, 2002

By 

Mike Newton-Ward (Raleigh, NC United States) - See all my reviews

This review is from: Social Marketing: Improving the Quality of Life (Paperback)

First, in the interest of full disclosure, let me say that I contributed a case study to this work. I had nothing else to do with the book, however! Always eager for a new resource, I was very interested in looking over the whole work when it was published.

When I received my copy, I poured over the book, and I must say I was very impressed (irrespective of my conribution)! The authors did a very good job of presenting the richness of social marketing in a simple, understandable way.

The page formating makes it very inviting and easy to read. It is very visual, with many examples and figures. The text flows well and is very readable.

I think the book will have a lot of applicability. The key questions and concepts, and the summaries and issues for discussion, certainly will make it useful as a textbook. It also will be useful to anyone picking it up for themselves, or to augment some other training. I think the book fills a niche for an easy-to-understand, "user-friendly," yet comprehensive presentation of social marketing. I commend it to your reading.

8 of 8 people found the following review helpful:

5.0 out of 5 stars Social Marketing: Extraordinare', May 23, 2002

By 

Moe Ross (Bull Valley,Illinois USA) - See all my reviews

This review is from: Social Marketing: Improving the Quality of Life (Paperback)

I found this to be an extraordinary book.
How these authors covered so much material
in such a comprehensive, clear way is amazing.
The visuals, case studies, and research
is a must for all of us in the field. I will
recommend it not only to my staff, but also
to all students and professionals. This is the
Social Marketing book that will be the benchmark
for the future. I would like to see someone try
to top it.......

11 of 13 people found the following review helpful:

5.0 out of 5 stars A Comprehensive, Systematic Resource, May 28, 2002

By 

Gary Gorland (Seattle, WA USA) - See all my reviews

This review is from: Social Marketing: Improving the Quality of Life (Paperback)

"Social Marketing: Improving the Quality of Life" is a comprehensive, systematic and user-friendly social marketing resource.

The book includes case studies written by practitioners from education and health currently working in the field, an abundance of illustrations and examples, as well as templates and worksheets for developing and implementing social marketing campaigns.

If you want to create a pro-social marketing campaign or just want to deepen your knowledge of social marketing, media campaigns, target audiences, advertising, etc., this is the book to have.