商品の説明

Literacy campaigns, family planning, and programs 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 behavior. 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.

Now, for the first time, Kotler and Roberto provide a comprehensive, straightforward guide for planning and effectively implementing social campaigns. Using real world examples, Kotler and Roberto show how organizations 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 industrialized nations and in developing parts of the world, Kotler and Roberto focus on the methods and tools needed to market social change efficiently.

The process of effectively influencing the beliefs, attitudes, and actions of individuals relies on communicating the right kinds and mix of offers, facilities, information, and promotion to target markets. The authors present new techniques for setting measurable objectives, researching the needs of different target markets, preparing appropriate products, services, and promotions, controlling ongoing performance, and assessing results. However, as Kotler and Roberto caution, social policy managers must also reconcile their proposed campaign features with the capabilities of their own organization and the political realities surrounding them.

Unfolding the different developmental stages of such recent social programs as the AIDS education campaign; the Condom Social Marketing Program in the Philippines; and antismoking, alcohol abuse, and environmental protection campaigns, Kotler and Roberto illustrate how developing the right marketing strategies can successfully sustain a social campaign. By following Kotler and Roberto's expert guidance, social policy managers will recognize the growing possibilities and advantages of using a social marketing approach rather than restrictive legislation or undifferentiated mass advertising to change public behavior.

商品の詳細

• Amazon.co.jp ランキング: #230352 / 本
• 発売日: 1995-02
• 版型: 単行本
• 458 ページ

内容（「BOOK」データベースより）
よりよい社会づくりに貢献する実践的理論。物質的福祉の向上をめざすマーケティングから社会・文化的福祉の改善をめざすマーケティングへ。

内容（「MARC」データベースより）
計画された社会変革を推し進めるための技法とその体系を論じる。物質的福祉の向上をめざすマーケティングから、社会・文化的福祉の改善をめざすマーケティングへ、よりよい社会づくりに貢献する実践的理論を解説。

From Publishers Weekly
The author of this detailed primer take a no-nonsense approach to social change, arguing that marketing strategy will determine the outcome of any campaign, whether its goal is to reduce alcoholism or cigarette smoking, encourage family planning, improve dietary habits or promote environmental protection. Such efforts are analyzed here in terms of product-market fit, positioning, distribution channels, mobilization of influence groups, and so forth. Mini-case histories sprinkled throughout cover a wide spectrum, from Amnesty International's support for prisoner's rights and Project Head Start's health services to preschoolers, to the TV series Sesame Street' s promotion of literacy, and campaigns for AIDS prevention, energy conservation and combating teenage pregnancy. This textbook-like guide by two marketing professors (Kotler is at Northwestern, Roberto teaches in Manila) also focuses on direct mail, mass media, developing a marketing plan and program evaluation. A book for professionals, this is unlikely to interest general readers.
Copyright 1989 Reed Business Information, Inc.