Changing the World One Campaign at a Time – The Power of Social Marketing

Summary of the Book:

Social Marketing: Behavior Change for Social Good is the leading guidebook for creating impactful social change campaigns that drive meaningful behavior shifts for the betterment of society. Authored by marketing luminaries Nancy R. Lee and Philip Kotler, this sixth edition offers a deep dive into the strategic planning and execution of social marketing initiatives—whether addressing public health issues, environmental protection, or civic engagement. Built around their acclaimed 10-Step Strategic Social Marketing Planning Model, the book empowers readers to craft data-driven, audience-centered campaigns that move the needle on pressing social issues.

Enriched with over 25 new real-world cases and countless contemporary examples, this edition reflects today’s most urgent challenges, such as the opioid crisis, climate change, suicide prevention, and more. It also integrates expanded insights on the use of digital and social media to amplify outreach and engagement.

What You Will Discover in the Book?

In Social Marketing, you’ll uncover:

The foundational principles and techniques of behavior-change marketing, with a focus on social impact rather than commercial gain.
The complete 10-Step Strategic Social Marketing Planning Model used by professionals around the world.
Case studies that demonstrate successful campaigns on issues like public safety, environmental sustainability, and health promotion.
Practical methods for audience segmentation, positioning, messaging, and media planning.
Tools to measure effectiveness and ensure long-term success, including social ROI and stakeholder engagement strategies.

Why Should You Read This Book?

This book is essential reading for anyone passionate about driving societal transformation—be it public sector professionals, nonprofit leaders, or students of marketing and public policy. Unlike traditional marketing books, Social Marketing focuses on real-world change with human-centered strategies. With contributions from two of the most respected figures in the field, it serves as both a theoretical framework and a practical playbook for designing campaigns that not only inform—but inspire, engage, and create lasting change.

About the Authors:

Nancy R. Lee is a renowned consultant in social marketing with over 30 years of experience working with public agencies and nonprofit organizations to develop campaigns that save lives and improve communities.

Philip Kotler, often called the “father of modern marketing,” is a Distinguished Professor of International Marketing at Northwestern University. He is the author of more than 60 books and a pioneer in the field of social marketing. Together, Lee and Kotler bring unmatched depth, clarity, and actionable insight to the practice of marketing for social good.