Success in Social Marketing – Overview #
Success in Social Marketing highlights 100 campaigns, describing their priority audiences, desired behaviors, audience insights, intervention strategies and results. Written by Nancy Lee and Philip Kotler, and published by Routledg in 2023.
Each case study follows a standard format, as follows.
– Wicked Problem: The ssocial issue the campaign addresses
– Purpose & Focus: The positive impact this campaign intended to have on this social issue, and the strategic focus for its effort
– Priority Audience: The homogeneous segment of a population the campaign focused on
– Desired Behavior: The singular and clear desired behavior the plan intended to influence
– Audience Insights: What campaign managers knew about audience perceived barriers, desired benefits, motivators, influential messengers, and the competition
– Marketing Intervention Mix: The tools in the marketing intervention tool kit (Product, Price, Place, Promotion) used to influence the behavior
– Results: Measured results (Inputs, Outputs, Outcomes, Impact, Return on Investment)
How to Access this Book #
Access this priced publication at: https://www.routledge.com/Success-in-Social-Marketing-100-Case-Studies-From-Around-the-Globe/Lee-Kotler/p/book/9781032223247. It is also avaiable on Amazon.
Topics Covered in Success in Social Marketing #
| Topic Areas with 2 or more case studies | Number of case studies |
| Economic | |
| Decent work for all | 7 |
| Equitable access to economic resources | 7 |
| Poverty reduction | 8 |
| Environmental | |
| Energy | 3 |
| Pollution prevention | 6 |
| Sustainable production and consumption | 3 |
| Terrestrial ecosystems | 2 |
| Transportation | 4 |
| Water and wastewater | 3 |
| Wildlife conservation | 5 |
| Social | |
| Child and adolescent health | 4 |
| Communicable diseases | 7 |
| Education | 5 |
| Injury prevention | 7 |
| Maternal and newborn health | 2 |
| Non-communicable diseases | 8 |
| Nutrition | 2 |
| Peaceful and inclusive societies | 3 |
| Poverty reduction | 8 |
| Sexual and reproductive health | 5 |
| Substance use | 10 |
Regions Covered #
| Region | Number of case studies |
| Africa | 4 |
| Asia | 5 |
| Europe | 10 |
| Latin America and the Caribbean | 2 |
| North America | 57 |
| Oceania | 4 |
Keywords #
injury prevention, engaging communities, financial wellbeing, educational milestones
