Welcome to the Companion Website!

This site is intended to enhance your use of Social Marketing, Fifth Edition, by Nancy R. Lee and Philip Kotler. Please note that all the materials on this site are especially geared toward maximizing your understanding of the material.

Social Marketing: Changing Behaviors for Good is the definitive textbook for the planning and implementation of programs designed to influence social change. No other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action. Nancy R. Lee (a preeminent lecturer, consultant, and author in social marketing) and Philip Kotler (an influential individual in the field who coined the term “social marketing” in 1971 with Gerald Zaltman) demonstrate how traditional marketing principles and techniques are successfully applied to campaigns and efforts to improve health, decrease injuries, protect the environment, build communities and enhance financial well-being. The Fifth Edition contains 25 new cases highlighting the 10 step planning model, and a new chapter describing major theories, models and frameworks that inform social marketing strategies and inspire social marketers.


We gratefully acknowledge Nancy R. Lee and Philip Kotler for writing an excellent text and creating the materials on this site.