Home Book Social Marketing: Concepts, Strategies, and Community Applications
Keywords
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
eChapter details: Available in the Content section below.
<p style="text-align:justify"><em>Social Marketing: Concepts, Strategies, and Community Applications</em> is a comprehensive guide that blends theory and practice to explore the evolving role of <strong>marketing in driving social change</strong>. This book is designed for students, development professionals, extension workers, and social communicators involved in <strong>community development, public health, education, and behavior change communication</strong>.</p>
<p style="text-align:justify">Beginning with the <strong>philosophy and principles</strong> of social marketing, the book clearly distinguishes it from commercial marketing and lays the foundation for <strong>audience-centered intervention planning</strong>. Readers are introduced to <strong>classic models</strong>, <strong>marketing mix strategies (4Ps)</strong>, and <strong>problem analysis frameworks</strong> to identify and address pressing social issues.</p>
<p style="text-align:justify">Chapters guide learners through the entire <strong>social marketing process</strong>—from <strong>field-based knowledge testing and community problem identification</strong> to <strong>strategy planning</strong>, <strong>digital media integration</strong>, <strong>publicity campaigns</strong>, and <strong>impact evaluation</strong>. A step-by-step approach ensures that readers understand how to design, implement, and assess social marketing programmes effectively.</p>
<p style="text-align:justify">The book emphasizes <strong>participatory tools</strong> such as <strong>focus group discussions</strong>, <strong>rallies</strong>, and <strong>community mobilization</strong>, highlighting the importance of feedback, field testing, and cultural relevance. Practical sections on <strong>report writing</strong>, <strong>oral presentation</strong>, and <strong>campaign management</strong> equip students with the skills needed for real-world communication.</p>
<p style="text-align:justify">Structured to align with the learning needs of <strong>rural development, mass communication, and extension education</strong> programs, this book is both a classroom resource and a hands-on field manual for advancing social change through strategic marketing</p>
