Review of book: “Social Marketing: Changing Behaviors for Good”
The book “Social Marketing: Changing Behaviors for Good” by Nancy E. Lee and Philip Kotler is recommended for marketing students, program managers, those working in community relations or communication positions, and current and future professionals responsible of public behaviors looking for the kn...
| Authors: | , , |
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| Format: | article |
| Status: | Published version |
| Publication Date: | 2018 |
| Country: | México |
| Institution: | UNIVERSIDAD AUTÓNOMA DEL ESTADO DE HIDALGO |
| Repository: | Boletín Científico de las Ciencias Económico Administrativas de ICEA |
| Language: | Spanish |
| OAI Identifier: | oai:repository.uaeh.edu.mx:article/3526 |
| Online Access: | https://repository.uaeh.edu.mx/revistas/index.php/icea/article/view/3526 |
| Access Level: | Open access |
| Keyword: | Marketing Social Marjeting Behavior Social Issue Mercadotecnia Mercadotecnia Social Comportamiento Problema social. |
| Summary: | The book “Social Marketing: Changing Behaviors for Good” by Nancy E. Lee and Philip Kotler is recommended for marketing students, program managers, those working in community relations or communication positions, and current and future professionals responsible of public behaviors looking for the knowledge and ability in the use of Social Marketing concepts and tools to influence the behavior of target audiences to benefit a whole society. From Defining and distinguishing Social Marketing, this book teaches a systematic, sequential ten step Social Marketing planning process model, that includes analyzing the Social Marketing environment, selecting target audiences, objectives and goals, developing Social Marketing strategies and managing these programs. The book offers in each chapter story cases and ethical considerations, and Social Marketing planning worksheets, sample plans and resources in the epilogue, also available in a downloaded version, to use the concept and tools to achieve big and positive social changes. |
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