Social Marketing

The comprehensive textbook Social Marketing: Behavior Change for Good (7th Edition) by Nancy R. Lee, Philip Kotler, and Julie Colehour provides students, practitioners, and social marketing professionals with systematic methodologies for designing public interest campaigns. Published by SAGE Publications, Inc., the volume establishes structured frameworks intended to guide readers through behavioral intervention strategies across multiple social domains.

Core thematic coverage addresses critical public health, injury prevention, environmental protection, community engagement, and financial well-being initiatives. Verified application examples examine established real-world programs that successfully reduced tobacco use, decreased infant mortality rates, stopped the spread of HIV/AIDS, prevented malaria transmission, and increased residential recycling practices.

A defining feature of the text is its 10-step strategic marketing plan, which guides learners through every phase of building and executing public benefit campaigns. This practical framework supports both university coursework and field execution across community health and public administration programs.