Success in Social Marketing av Nancy R. (University of Washington USA) Lee, Philip (Kellogg School of Management USA) Kotler

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<P>Social marketing, a field first introduced by Philip Kotler and Gerald Zaltman in a pioneering article in the <EM>Journal of Marketing</EM> 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, <EM>Success in Social Marketing</EM> 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