Previous edition: 2012.

Includes bibliographical references and index.

Part 1: Understanding Social Marketing<br />Chapter 1: Defining And Distinguishing Social Marketing<br /> Marketing Highlight: Ending Polio in India<br /> What is Social Marketing?<br /> Where Did the Concept Originate?<br /> How Does Social Marketing Differ From Commercial Marketing?<br /> How Does Social Marketing Differ From Other Related Disciplines, Behavior Change Theories and Models, and Promotional Tactics?<br /> What Is Social Marketing’s Unique Value Proposition?<br /> Who Does Social Marketing?<br /> What Social Issues Can Benefit From Social Marketing?<br /> What Are Other Ways to Impact Social Issues?<br /> What Is the Social Marketer’s Role in Influencing Upstream Factors and Midstream Audiences?<br /> When Is Social Marketing “Social Marketing”? When Is It Something Else?<br />Chapter 2: 10 Steps In The Strategic Marketing Planning Process<br /> Marketing Highlight: Water Sense<br /> Marketing Planning: Process and Influences<br /> 10 Steps to Developing a Social Marketing Plan<br /> Why Is a Systematic, Sequential Planning Process Important?<br /> Where Does Marketing Research Fit in the Planning Process?<br /> Marketing Dialogue<br />Part 2: Analyzing The Social Marketing Environment<br />Chapter 3: Determining Research Needs And Options<br /> Marketing Highlight: Decreasing Use of Mobile Phones While Driving<br /> Major Research Terminology<br /> Steps In Developing a Research Plan<br /> Research “That Won’t Break the Bank”<br />Chapter 4: Choosing A Social Issue, Purpose And Focus For Your Plan And Conducting A Situation Analysis<br /> Marketing Highlight: Every Child By Two<br /> Step 1: Describe the Social Issue, Background, Purpose, and Focus of Your Plan, and Step 2: Conduct a Situation Analysis (SWOT)<br /> Ethical Considerations When Choosing a Focus for Your Plan<br />Part 3: Selecting Target Audiences, Objectives, and Goal<br />Chapter 5: Segmenting, Evaluating, And Selecting Target Audiences<br /> Marketing Highlight: Increasing Alternative Transportation by Targeting a Group Open to Change<br /> Step 3: Select Target Audiences<br /> Steps Involved in Selecting Target Audiences<br /> Variables Used to Segment Markets<br /> Criteria for Evaluating Segments<br /> How Target Audiences Are Selected<br /> What Approach Should Be Chosen?<br /> Ethical Considerations When Selecting Target Audiences<br />Chapter 6: Setting Behavior Objectives And Target Goals<br /> Marketing Highlight: Reducing Deaths at Railroad Crossings in India<br /> Step 4: Set Behavior Objectives and Target Goals<br /> Behavior Objectives<br /> Knowledge and Belief Objectives<br /> Target Goals<br /> Objectives and Target Goals Are Only a Draft at This Step<br /> Objectives and Target Goals Will Be Used for Campaign Evaluation<br /> Ethical Considerations When Setting Objectives and Target Goals<br />Chapter 7: Identifying Barriers, Benefits, Motivators, The Competition, And Influential Others<br /> Marketing Highlight: Reducing Litter in Texas: Don’t mess with Texas®’s New “CANpaign”<br /> Step 5: Identify Target Audience Barriers, Benefits, Motivators, the Competition, and Influential Others<br /> What More Do You Need to Know About the Target Audience?<br /> How Do You Learn More From and About the Target Audience?<br /> How Will This Help Develop Your Strategy?<br /> Potential Revision of Target Audiences, Objectives, and Goals<br /> Ethical Considerations When Researching Your Target Audience<br />Chapter 8: Tapping Behavior Change Theories, Models, And Frameworks<br /> Marketing Highlight: Preventing Domestic Violence Among Women in West Africa A Social Norms Approach<br /> Informing Audience Segmentation and Selection<br /> Informing Behavior Selection and Goals<br /> Deepening Understanding of Audience Barriers, Benefits, Motivators, The Competition and Influential Others<br /> Inspiring Development of Social Marketing Mix Strategies<br />Part 4: Developing Social Marketing Strategies<br />Chapter 9: Crafting A Desired Positioning<br /> Marketing Highlight: truth<br /> Positioning Defined<br /> Behavior-Focused Positioning<br /> Barriers-Focused Positioning<br /> Benefits-Focused Positioning<br /> Competition-Focused Positioning<br /> Repositioning<br /> How Positioning Relates To Branding<br /> Ethical Considerations When Developing a Positioning Statement<br />Chapter 10: Product: Creating A Product Platform<br /> Marketing Highlight: Increasing Pet Adoption with Meet Your Match<br /> Product: The First “P”<br /> Step 7: Develop the Social Marketing Product Platform<br /> Design Thinking<br /> Branding<br /> Ethical Considerations Related to Creating a Product Platform<br />Chapter 11: Price: Determining Monetary And Nonmonetary Incentives And Disincentives<br /> Marketing Highlight: Reducing Tobacco Use through Commitment Contracts<br /> Step 7: Determine Monetary and Nonmonetary Incentives and Disincentives<br /> More On Commitments and Pledges<br /> Setting Prices for Tangible Goods and Services<br /> Ethical Considerations Related to Pricing Strategies<br />Chapter 12: Place: Making Access Convenient And Pleasant<br /> Marketing Highlight: Books: The Ultimate Toy for Toddlers & Lucie and André Chagnon Foundation<br /> Place: The Third “P”<br /> Step 7: Develop the Place Strategy<br /> Social Franchising<br /> Ethical Considerations When Selecting Distribution Channels<br />Chapter 13: Promotion: Deciding On Messages, Messengers, And Creative Strategies<br /> Marketing Highlight: Seafood Watch®: Influencing Sustainable Seafood Choices<br /> Promotion: The Fourth “P”<br /> A Word About the Creative Brief<br /> Message Strategy<br /> Messenger Strategy<br /> Creative Strategy<br /> Pretesting<br /> Ethical Considerations When Deciding on Messages, Messengers, and Creative Strategies<br />Chapter 14: Promotion: Selecting Communication Channels<br /> Marketing Highlight: Increasing Blood Donations in Australia Using Social Media and More<br /> Promotion: Selecting Communication Channels<br /> Traditional Media Channels<br /> Nontraditional and New Media Channels<br /> Factors Guiding Communication Channel Decisions<br /> Ethical Considerations When Selecting Communication Channels<br />Part 5: Managing Social Marketing Programs<br />Chapter 15: Developing A Plan For Monitoring And Evaluation<br /> Marketing Highlight: ParticipACTION<br /> Step 8: Develop a Plan for Monitoring and Evaluation<br /> Why Are You Conducting This Measurement?<br /> What Will You Measure?<br /> How Will You Measure?<br /> When Will You Measure?<br /> How Much Will It Cost?<br /> Ethical Considerations in Evaluation Planning<br />Chapter 16: Establishing Budgets And Finding Funding<br /> Marketing Highlight: Increasing Funding through Corporate Social Marketing<br /> Step 9: Establish Budgets and Finding Funding Sources<br /> Determining Budgets<br /> Justifying The Budget<br /> Finding Sources for Additional Funding<br /> Appealing to Funders<br /> Revising Your Plan<br /> Ethical Considerations When Establishing Funding<br />Chapter 17: Creating An Implementation Plan And Sustaining Behavior<br /> Marketing Highlight: Improving Water Quality and Protecting Fish and Wildlife Habitats In Puget Sound and Chesapeake Bay<br /> Step 10: Complete an Implementation Plan<br /> Phasing<br /> Sustainability<br /> Anticipating Forces Against Change<br /> Sharing and Selling Your Plan<br /> Ethical Considerations When Implementing Plans<br />

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