Social Marketing explains how the tools of marketing can be used to change behaviour for the public good, in fields such as public health, environmental protection and community life. Nancy R. Lee, Philip Kotler and Julie Colehour guide readers through a proven 10-step strategic marketing plan for designing and running campaigns.
The seventh edition brings 12 new cases and many new examples on current issues, including the COVID-19 pandemic, natural disasters, equity and inclusion, and homelessness, and gives much more space to social media. It serves students of marketing, public health and public policy, and practitioners planning campaigns of their own.
