Social Marketing: Behavior Change for Social Good - Tapa blanda

"This practical, step-by-step book will give your students the skills they need to walk out of the classroom and start making a difference in their own communities by developing well-researched and theoretically grounded campaigns." --Christopher J. Carpenter

"It is the seminal textbook for social marketing." --Karen H. Smith

"The 'go to' book for developing social change programs" --Marie-Louise Fry

"Social Marketing: Behavior Change for Social Good effectively balances social marketing theory with practical application strategies. I recommend this textbook for social or nonprofit marketing courses." --Paul Christensen

"This book is THE comprehensive authority on social marketing by two highly respected key scholars in the field. Your students will find this pragmatic textbook engaging and easy to read. The level of detail and planning exercises will give your students the skills they need to conduct social marketing projects of their own."--Susan E. Stein

"This is the quintessential textbook for social marketing. The book is reader friendly with excellent examples from the field!"--Tavis J. Glassman

"Lee's and Kotler's social marketing textbook is your number one resource on learning how to become a social marketer. Its process model and tools are the quintessential for developing effective social marketing programs."--Timo Dietrich

Successful social marketing holds the power to change the world. 

For almost two decades, Social Marketing: Behavior Change for Social Good has been the definitive guide for designing and implementing memorable social marketing campaigns. Bestselling authors Nancy R. Lee and Philip Kotler present a proven 10 Step Strategic Social Marketing Planning Model and guides students and practitioners through each stage of the process. The new Sixth Edition is packed with more than 25 new cases and dozens of new examples related to today's most pressing social problems including the opioid epidemic, climate change, youth suicide, and more. The new edition also includes significantly expanded coverage of social media. Whether you are on a mission to improve public health, protect the environment, or galvanize their community, you will find Social Marketing an invaluable resource.