Social Marketing: Strategies for Changing Public Behavior

Literacy campaigns, family planning, and programmes to combat teenage pregnancy, drug abuse, and AIDS represent only a fraction of the social campaigns launched by agencies throughout the world in an effort to change public behaviour. These agencies hope that social campaigns may be the way to achieve social goals without repressive legislation, costly incarceration, or the resigned acceptance of defeat by society's ills. And yet, as marketing experts Philip Kotler and Eduardo Roberto find, most of these well-intentioned campaigns have had little effect.

Kotler and Roberto provide a comprehensive, straightforward guide for planning and effectively implementing social campaigns. Using concrete examples, Kotler and Roberto show how organisations devoted to social change can use their resources far more efficiently and effectively than has been the case to achieve maximum results. In probing the hows and whys of failed campaigns and the requirements for successful ones in modern industrialised nations and in developing parts of the world, Kotler and Roberto focus on the methods and tools needed to market social change efficiently.

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