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Author: Nancy R. Lee Publisher: Taylor & Francis ISBN: 1000586537 Category : Political Science Languages : en Pages : 226
Book Description
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 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 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 recommended reading for students enrolled in public administration, public health, environmental studies, as well as policymakers interested in ways social marketing may help influence their constituent behaviors for individual, as well as social, good.
Author: NANCY. KOTLER LEE (PHILIP.) Publisher: Routledge ISBN: 9781032223278 Category : Languages : en Pages : 320
Book Description
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.
Author: Nancy R. Lee Publisher: Taylor & Francis ISBN: 1000586537 Category : Political Science Languages : en Pages : 226
Book Description
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 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 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 recommended reading for students enrolled in public administration, public health, environmental studies, as well as policymakers interested in ways social marketing may help influence their constituent behaviors for individual, as well as social, good.
Author: Hong Cheng Publisher: Jones & Bartlett Learning ISBN: 0763757977 Category : Business & Economics Languages : en Pages : 451
Book Description
Social Marketing for Public Health: Global Trends and Success Stories explores how traditional marketing principles and techniques are being used to increase the effectiveness of public health programs-around the world. While addressing the global issues and trends in social marketing, the book highlights successful health behavior change campaigns launched by governments, by a combination of governments, NGOs, and businesses, or by citizens themselves in 15 countries of five continents. Each chapter examines a unique, current success story, ranging from anti-smoking campaigns to HIV-AIDS prev
Author: Nancy R. Lee Publisher: SAGE Publications ISBN: 1412981492 Category : Social Science Languages : en Pages : 521
Book Description
The Fourth Edition of Social Marketing is the definitive textbook for the planning and implementation of programs designed to bring about 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. It provides a solid foundation of fundamental marketing principles and techniques, and then expands them to illustrate techniques specific to practitioners and agencies with missions to enhance public health, prevent injuries, protect the environment, and motivate community involvement.This book is coauthored by arguably the most influential individual in the field of marketing, Philip Kotler, who coined the term "social marketing" in 1971 (with Gerald Zaltman) and Nancy R. Lee, a preeminent lecturer, consultant, and author in social marketing. Key Features: - Presents an introductory case for each chapter, and a concluding case for a majority of chapters to demonstrate for students why and how social marketing works. - Enhances understanding with chapter summaries of key points and questions for discussion. - Provides a step-by-step guide to developing a marketing plan, with chapters presented sequentially to support planning development and the inclusion of worksheets in the appendix; - It incorporates contributions from a range of internationally known social marketers who provide real cases to set the stage for each chapter. Past contributors have included individuals from the CDC, National Centre for Social Marketing, AARP, the Office of National Drug Control Policy, and others.
Author: Nancy R. Lee Publisher: SAGE Publications ISBN: 1483324990 Category : Business & Economics Languages : en Pages : 836
Book Description
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 more than 26 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.
Author: Neal Schaffer Publisher: John Wiley & Sons ISBN: 1118756681 Category : Business & Economics Languages : en Pages : 224
Book Description
Create and maintain a successful social media strategy foryour business Today, a large number of companies still don't have a strategicapproach to social media. Others fail to calculate how effectivethey are at social media, one of the critical components ofimplementing any social media strategy. When companies startspending time and money on their social media efforts, they need tocreate an internal plan that everyone can understand. MaximizeYour Social offers a clear vision of what businesses need to doto create—and execute upon—their social media forbusiness road map. Explains the evolution of social media and the absolutenecessity for creating a social media strategy Outlines preparation for, mechanics of, and maintenance of asuccessful social media strategy Author Neal Schaffer was named a Forbes Top 30 SocialMedia Power Influencer, is the creator of the AdAge Top 100Global Marketing Blog, Windmill Networking, and a global socialmedia speaker Maximize Your Social will guide you to mastery ofsocial media marketing strategies, saving you from spending a chunkof your budget on a social media consultant. Follow Neal Schaffer'sadvice, and you'll be able to do it yourself—and do itright.
Author: Paul Gillin Publisher: John Wiley & Sons ISBN: 0470939737 Category : Business & Economics Languages : en Pages : 248
Book Description
The first book devoted entirely to B2B social marketing B2B markets are fundamentally different from consumer markets. Decisions are made on value, not impulse. Buying cycles are complex, often with many stakeholders involved. Relationships and support are critical. Bet-the-business decisions demand discipline, knowledge, and lots of information. This hands-on guide covers topics unique to this segment, including cost justification, prospecting and lead generation, matching tools to the sales funnel, building, B2B search engine optimization, social media monitoring, social media policy development, long-term client relationships, gaining stakeholder support, building a more transparent organization, and what's coming next. Features plentiful examples, case studies, and best practices Focuses on the channels that are most effective for B2B marketers Builds on the authors' more than 30 years of combined experience in the new media/social media space, as well as two previous successful books Leverage the vast business-to-business potential of Facebook, LinkedIn, Twitter, and many other social media platforms today with Social Marketing to the Business Customer!
Author: Mitch Meyerson Publisher: Entrepreneur Press ISBN: 1613080085 Category : Business & Economics Languages : en Pages : 354
Book Description
Online marketing expert Mitch Meyerson presents you with an unmatched advantage into the world of social media – the priceless secrets, strategies, tactics and insights of more than 20 of today’s social media elite. Handpicked to cover almost every aspect of social media marketing, Meyerson and this distinguished team of experts open their playbooks and teach you how to create effective social media campaigns to cut through the clutter, reach out to millions and grow your business. Features: • Proven tips and tactics from 20+ top social media marketers • The biggest mistakes businesses make with social media and how to fix them • Actionable plans for all areas including social networks, blogs, web TV and mobile marketing • Real-world case studies, best practices and proven techniques from the experts • Detailed list of resources
Author: Tom Funk Publisher: Apress ISBN: 1430244089 Category : Business & Economics Languages : en Pages : 246
Book Description
Hundreds of millions of Americans are using social media (SM), and already some 70% of businesses have joined them there, using Facebook and other SM platforms to connect with their customers, and attract new ones. So the real question isn’t whether to take your business onto social media platforms—but how to do it quickly, effectively, on a budget, with smart goals, and a road map for success. Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program cuts through the hype and fluff about how social media is changing the world, and it gets down to what really matters: How you as a manager can best use SM to benefit your business. Written by a veteran online marketer and ecommerce professional, the book shares practical strategies and tactics to let you launch and scale a successful corporate social media program. Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program is for the manager who already knows something about social media and wants to roll up his or her sleeves and get down to business. In it, we simplify tasks that might otherwise be complicated—like adopting and tracking key performance metrics, developing online ad campaigns, or creating Facebook apps like games, giveaways and sweepstakes with the capacity to go viral. Businesses can harness the unique advantages of this new medium, but they need a practical, no-nonsense guide like this one. Otherwise they risk being ignored, wasting time and money or, even worse, damaging their own brand and seeing a well-intentioned online program blow up. The book is heavy on the how-to, case studies, campaign results and other statistics, and interviews with ecommerce managers at businesses large and small. It also includes the author’s own experiences at Green Mountain Coffee Roasters, Wine of the Month Club, and others. While this book will be accessible enough for someone implementing a social media program for the first time, it’s ambitious enough to benefit experienced SM hands who are looking for good ideas and techniques to push their online community to the next level of size, interactivity, and buzz.
Author: Nancy R. Lee Publisher: SAGE Publications ISBN: 154435150X Category : Business & Economics Languages : en Pages : 625
Book Description
Successful social marketing holds the power to change the world. For almost two decades, Social Marketing: Behavior Change for Social Good has been the definitive guide for designing and implementing memorable social marketing campaigns. Bestselling authors Nancy R. Lee and Philip Kotler present a proven 10 Step Strategic Social Marketing Planning Model and guides students and practitioners through each stage of the process. The new Sixth Edition is packed with more than 25 new cases and dozens of new examples related to today's most pressing social problems including the opioid epidemic, climate change, youth suicide, and more. The new edition also includes significantly expanded coverage of social media. Whether you are on a mission to improve public health, protect the environment, or galvanize their community, you will find Social Marketing an invaluable resource.
Author: Nancy R. Lee
Author: NANCY. KOTLER LEE (PHILIP.)
Author: Nancy R. Lee
Author: Hong Cheng
Author: Nancy R. Lee
Author: Nancy R. Lee
Author: Neal Schaffer
Author: Paul Gillin
Author: Mitch Meyerson
Author: Tom Funk
Author: Nancy R. Lee