Nancy R. Lee, MBA, is president of Social Marketing Services, Inc., in Seattle, Washington, a strategic advisor for social marketing campaigns at C+C in Seattle, and teaching associate at the University of Washington , where she teaches social marketing in the MPA program. With more than 30 years of practical marketing experience in the public and private sectors, Ms. Lee has held numerous corporate marketing positions, including vice president and director of marketing for Washington State’s second-largest bank and director of marketing for the region’s Children’s Hospital and Medical Center.
Ms. Lee has consulted with more than 100 nonprofit organizations and has participated in the development of more than 200 social marketing campaign strategies for public sector agencies. Clients in the public sector include the Centers for Disease Control and Prevention (CDC), Environmental Protection Agency (EPA), Washington State Department of Health, Office of Crime Victims Advocacy, county Health and Transportation Departments, Department of Ecology, Department of Fisheries and Wildlife, Washington Traffic Safety Commission, City of Seattle, and Office of Superintendent of Public Instruction. Campaigns developed for these clients targeted issues listed below:
· Health: teen pregnancy prevention, HIV/AIDS prevention, nutrition education, sexual assault, diabetes prevention, adult physical activity, tobacco control, arthritis diagnosis and treatment, immunizations, dental hygiene, senior wellness, and eating disorder awareness
· Safety: drowning prevention, senior fall prevention, underage drinking and driving, youth suicide prevention, binge drinking, pedestrian safety, and safe gun storage
· Environment: natural gardening, preservation of fish and wildlife habitats, recycling, trip reduction, water quality, and water and power conservation
She has conducted social marketing workshops around the world (Uganda, Jordan, South Africa, Ghana, Ireland, Australia, Singapore, Canada, Indonesia, India, Venezuela, Haiti) for more than 4,000 public sector employees involved in developing behavior change campaigns in the areas of health, safety, the environment, and financial well-being. She has been a keynote speaker on social marketing at conferences for improved water quality, energy conservation, family planning, nutrition, recycling, teen pregnancy prevention, influencing financial behaviors, wildfire prevention, and tobacco control.
Ms. Lee has coauthored ten other books with Philip Kotler: Social Marketing: Improving the Quality of Life (2002); Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause (2005); Marketing in the Public Sector: A Roadmap for Improved Performance (2006); Social Marketing: Influencing Behaviors for Good (2008 and 2011); Social Marketing: Changing Behaviors for Good (2016): GOOD WORKS! Marketing and Corporate Initiatives That Build A Better World . . . And The Bottom Line (2012); Up and Out of Poverty: The Social Marketing Solution (2009); Social Marketing in Public Health (2010); and Social Marketing to Protect the Environment (2011). More recently, she authored a book Policymaking for Citizen Behavior Change: A Social Marketing Approach (2017). She has also contributed articles to the Stanford Social Innovation Review, Social Marketing Quarterly, Journal of Social Marketing, and The Public Manager. (See more on Nancy Lee at www.socialmarketingservice.com)
Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the J. L. Kellogg School of Management, Northwestern University, Evanston, Illinois. Kellogg was twice voted Best Business School in Business Week’s survey of U.S. business schools. It is also rated Best Business School for the Teaching of Marketing. Professor Kotler has significantly contributed to Kellogg’s success through his many years of research and teaching there.
He received his master’s degree at the University of Chicago and his Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.
Professor Kotler is the author of Marketing Management, the most widely used marketing book in graduate business schools worldwide; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; The Marketing of Nations; Marketing 3.0,; Good Works, Market Your Way to Growth, Winning Global Markets, Kotler on Marketing, Confronting Capitalism, and Democracy in Decline. He has published over 150 articles in leading journals, several of which have received best-article awards.
Professor Kotler was the first recipient of the Distinguished Marketing Educator Award (1985) given by the American Marketing Association (AMA). The European Association of Marketing Consultants and Sales Trainers awarded him their prize for Marketing Excellence. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a 1975 survey. He also received the 1978 Paul Converse Award of the AMA, honoring his original contribution to marketing. In 1995, Sales and Marketing Executives International (SMEI) named him Marketer of the Year. In 2012 he received the William L. Wilkie “Marketing for a Better World: Award of the American Marketing Association Foundation (AMAF). In 2014, he was inducted into the AMA Marketing Hall of Fame. He was the first chosen Legend in Marketing and his work was published and reviewed in nine volumes.
Professor Kotler has consulted for such companies as IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, and others in the areas of marketing strategy and planning, marketing organization, and international marketing.
He has been chairman of the College of Marketing of the Institute of Management Sciences, director of the American Marketing Association, trustee of the Marketing Science Institute, director of the MAC Group, former member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He is was a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the advisory board of the Drucker Foundation. He has received honorary doctoral degrees from Stockholm University, University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the University of Economics and Business Administration in Vienna, the Catholic University of Santo Domingo, and the Budapest School of Economic Science and Public Administration, and several other universities.
He has traveled extensively throughout Europe, Asia, and South America, advising and lecturing to many companies and organizations. This experience expands the scope and depth of his programs, enhancing them with an accurate global perspective.
- examining the defining elements of social marketing, their intellectual origins, evolution, current status and direction of travel;
- discussing how these have been used in practice, emphasising emerging areas and recent innovations; and
- setting the agenda for future research and development in the discipline.
For academics, this book will fill the gap in comprehensive social marketing literature, while being of interest to policymakers and post-graduate marketing and health studies students alike as it explores the idea that tools used to market fast-moving consumer goods and financial services can also be applied to pressing social problems.
The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social marketing perspective.
Set into a clear structure it:Takes you through an exploration of why marketing should be an integral component of all social programme design and delivery when looking to achieve social good Moves on to the nature and application of social marketing, rethinking traditional concepts such as
Visit the Strategic Social Marketing Website - Featuring free resources for marketing students and lecturers.
Each case study is explored from the scoping and research stage right through to evaluation, providing the reader with a complete overview of the most important building blocks in social marketing and how these can be applied to the real world, including:
- Insights from the key people involved in social marketing and the identification of the common themes associated with successful social marketing strategies.
- An international range of cases from the health, environmental and civic sectors, from national and governmental programmes to local, small-budget interventions;
- Comprehensive coverage of the whole process, from strategy, and implementation, through to the challenges and lessons learned; and
- Academic exercises, discussion questions and references to reinforce student learning.
This book demystifies social marketing for undergraduate and postgraduate marketing and health studies students, as well as practitioners in government, public institutions, NGOs and private organisations looking to develop more effective social change programmes.