Social Marketing in India by Sameer Deshpande and Nancy R. Lee

1 - Defining Social Marketing
2- 10 Steps in the Strategic Marketing Planning Process
3 - 16 Tips for Success
4 - Determining Research Needs and Options
5 - Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis
6 - Segmenting, Evaluating, and Selecting Target Audiences
7 - Setting Behavior Objectives and Goals
8 - Identifying Barriers, Benefits, the Competition, and Influential Others
9 - Crafting a Desired Positioning
10 - Product: Creating a Product Platform
11 - Price: Determining Monetary and Nonmonetary Incentives and Disincentives
12 - Place: Making Access Convenient and Pleasant
13 - Promotion: Deciding on Messages, Messengers, and Creative Strategies
14 - Promotion: Selecting Communication Channels
15 - Developing a Plan for Monitoring and Evaluation
16 - Establishing Budgets and Finding Funding
17 - Creating an Implementation Plan and Sustaining Behavior

This book, an adaptation of Nancy R. Lee and Philip Kotler's highly successful book Social Marketing: Influencing Behaviors for Good, 4th Edition, is structured around the ten-step marketing planning process that trains and encourages those in positions responsible for influencing public behaviors to undertake a systematic and comprehensive approach to behaviour change rather than jumping to the stage of producing just ads or distributing condoms. The book will convince readers when employing social marketing, it takes more than this. The book illustrates the planning process, importance of research, and related concepts through numerous examples that are of high quality and diverse contexts. It is one of the first books to bring together excellent social marketing thoughts related to the Indian situation at one place. Through these discussions, the book proposes new ways to address old problems related to public health, injury prevention, environment protection, community harmony, and financial well-being.