Social Marketing

Improving the Quality of Life

This book explains social marketing as a systematic process for designing campaigns that encourage beneficial behavior change in areas such as public health, environmental protection, and community welfare. It presents an eight-step planning framework and supports it with case studies, campaign examples, and research findings. The authors show how marketing principles can be applied beyond commercial products to address social issues and improve quality of life.

by Philip Kotler

Sage Publications, Inc · First published 2002 · 456 pages