Social Marketing: Concepts, Strategies, and Community Applications
authored by: P. Jaisridhar, C. Cinthia Fernandaz & J. Thilagam
Social Marketing: Concepts, Strategies, and Community Applications is a comprehensive guide that blends theory and practice to explore the evolving role of marketing in driving social change. This book is designed for students, development professionals, extension workers, and social communicators involved in community development, public health, education, and behavior change communication.
Beginning with the philosophy and principles of social marketing, the book clearly distinguishes it from commercial marketing and lays the foundation for audience-centered intervention planning. Readers are introduced to classic models, marketing mix strategies (4Ps), and problem analysis frameworks to identify and address pressing social issues.
Chapters guide learners through the entire social marketing process—from field-based knowledge testing and community problem identification to strategy planning, digital media integration, publicity campaigns, and impact evaluation. A step-by-step approach ensures that readers understand how to design, implement, and assess social marketing programmes effectively.
The book emphasizes participatory tools such as focus group discussions, rallies, and community mobilization, highlighting the importance of feedback, field testing, and cultural relevance. Practical sections on report writing, oral presentation, and campaign management equip students with the skills needed for real-world communication.
Structured to align with the learning needs of rural development, mass communication, and extension education programs, this book is both a classroom resource and a hands-on field manual for advancing social change through strategic marketing
Author information will be available soon.
Chapter 1: Social Marketing – Concept, Need & Philosophy
Chapter 2 Difference Between Commercial and Social Marketing
Chapter 3 Principles and Importance of Social Marketing in Development
Chapter 4 Marketing Mix of Social Marketing
Chapter 5 Models of Social Marketing
Chapter 6 Role and Strategies for Digital Marketing in Community Development
Chapter 7 Social Marketing Process
Chapter 8 Assessment and Analysis of the Social Marketing Problems
Chapter 9 Planning for Social Marketing Strategies based on the Identified Problems
Chapter 10 Execution of Social Marketing Programme
Chapter 11 Planning for Publicity Campaign
Chapter 12 Execution of Publicity Campaign
Chapter 13 Evaluation of Social Marketing Programme & Reporting
Chapter 14 Focus Group Discussion with Groups/Community to identify Social Problems
Chapter 15 Scanning Social Market Situation – Opportunities & Constraints
Chapter 16 Planning for Social Marketing Strategy based on the problems
Chapter 17 Marketing Mix Strategies (4Ps)
Chapter 18 Designing and Pricing Social Products
Chapter 19 Seven Step Model of Social Marketing
Chapter 20 Pre-Knowledge Test at Field Level
Chapter 21 Rally on Selected Social Issue at Selected Village
Chapter 22 Post – Knowledge Test at Field Level
Chapter 23 Art of Report Writing in Social Marketing
Chapter 24 Art of Oral Presentation in Advertising & Social Marketing
Social Marketing, Development Coumunication, Marketing Mix (4Ps), Behavior Change Communication (BCC), Publicity Campaign Planning, Social Marketing Strategy, Problem Identification, Digital Marketing in Development, Community Engagement, Focus Group Discussion (FGD), Social Product Design, Social Marketing Models, Pre- and Post-Knowledge Tests, Campaign Execution, Marketing for Social Impact, Evaluation and Reporting, Field-Based Marketing Assessment, Oral Presentation Techniques, Community Mobilization, Seven-Step Social Marketing Model