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Social Marketing: Improving the Quality of Life (Paperback)
August 21, 2009 by admin
Filed under General Twitter Info
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.
–This text refers to an out of print or unavailable edition of this title.
Review
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 Kotlers great new book moves us to a higher level of understanding and performance. It is superb.
— Review
Buy Social Marketing: Improving the Quality of Life (Paperback) at Amazon
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.
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…….
“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.