Philip Kotler appears as the first named author on earlier editions.

Foreword

Part I • Understanding Social Marketing
CHAPTER 1 • Defining and Distinguishing Social Marketing
CHAPTER 2 • 10-Step Strategic Planning Model
CHAPTER 3 • Research Options
CHAPTER 4 • Behavior Change Theories, Models, and Frameworks

Part II • Determining Plan Purpose, Focus, Audience, Behaviors, Insights
CHAPTER 5 • Steps 1 & 2: Social Issue, DEI Considerations, Purpose, Focus, Situation Analysis
CHAPTER 6 • Step 3: Selecting Priority Audiences CHAPTER 7 • Step 4: Behavior Objectives and Target Goals CHAPTER 8 • Step 5: Audience Insights

Part III • Developing Marketing Intervention Strategies
CHAPTER 9 • Step 6: Crafting a Desired Positioning
CHAPTER 10 • Step 7.1: Product: Creating a Product Platform
CHAPTER 11 • Step 7.2: Price: Determining Incentives and Disincentives
CHAPTER 12 • Step 7.3: Place: Making Access Convenient and Pleasant
CHAPTER 13 • Step 7.4: Promotion: Deciding on Messages, Messengers, Creative Strategies, and Communication Channels

Part IV • Managing Social Marketing Programs
CHAPTER 14 • Step 8: Monitoring and Evaluation
CHAPTER 15 • Step 9: Budget and Funding Plans
CHAPTER 16 • Step 10: Implementation and Sustaining Behaviors Plans

Epilogue

Appendix

References

Index

Previous edition: published as by Nancy R. Lee and Philip Kotler. 2020.