Nancy R Lee and Philip Kotler (who coined the term ′social marketing′ in 1971 with Gerald Zaltman) demonstrate how traditional marketing principles are successfully applied to campaigns to improve health, decrease injuries, protect the environment, build communities and enhance financial well-being.
The Fifth Edition contains over 25 new cases highlighting the 10-step planning model, and a new chapter describing major theories, models and frameworks that inform social marketing strategies and inspire social marketers.
- ISBN10 1452292140
- ISBN13 9781452292144
- Publish Date 17 March 2015 (first published 30 October 1989)
- Publish Status Out of Print
- Out of Print 18 June 2019
- Publish Country US
- Imprint SAGE Publications Inc
- Edition 5th Revised edition
- Format Paperback
- Pages 584
- Language English