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Reducing Gun Deaths and Injuries: A Social Marketing Approach

Title: Reducing Gun Deaths and Injuries
Subtitle: A Social Marketing Approach
Subject Classification: Society and Culture, Community, Business and Management
BIC Classification: JF, JKVJ, KJS
BISAC Classification: SOC051000, BUS043000, BUS016000
Binding: Hardback, Paperback, ebook, pp.268
Publication date: 16th August 2023
ISBN (Hardback): 978-1-80441-094-3
ISBN (Paperback): 978-1-80441-096-7
ISBN (ebook): 978-1-80441-095-0


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This book highlights Social Marketing strategies that have been successful in reducing gun deaths and injuries. Readers will be able to advocate for, develop, and/or implement similar strategies in their communities. Each case story includes a summary of successfully applied behavioral change theories and practices  The cases are supported by literature reviews, prior research studies, and interviews with professionals working in agencies including sheriff’s departments, public health, and county and city governments. 

The book shows how voluntary behavior change strategies addressed towards this “wicked problem”, need to be influenced by several critical components including priority audience segment profiles, a clear and specific desired behavior, barriers to change, desired benefits for change, and key motivators, including perceived social norms.

Case selection will be inspired by those that have used a Social Marketing approach, which applies proven marketing principles and techniques to create, communicate, and deliver value to influence priority audience behaviors that benefit society, as well as the individual.

Key audiences are those working in governmental agencies in positions such as communications and program management.  It is also a valuable text for college and university researchers and students, on degree programs including public health, public administration, marketing, social science, psychology, and communications.


Author: Nancy R. Lee, MBA, is President, Social Marketing Services, Inc., a Strategic Advisor at C+C, and an Affiliate Instructor, University of Washington.



"There are relatively few books on the problem of reducing gun shootings. This book is distinctive in applying social marketing research principles to yield insights. Nancy Lee is the best person that I can think of to write masterfully on this topic."

- Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, Illinois, USA


"Nancy Lee has a firm grasp on how to effectively use social marketing as a strategy to get people to be proactive in keeping our communities safe by reducing gun violence. Publication of this book is particularly timely, especially as communities across the country grapple with how to keep our kids safe. I believe this book could be used as a valuable resource for school districts, community members, and police departments.  I also think it can serve as a catalyst to get people to come together and unite around a common interest."

- Ed Holmes, Chief of Police, Washington State, USA


“This book can show how using social marketing strategies to change the behaviors of individuals can have a significant impact on the problem of gun violence… Nancy Lee is one of the preeminent authors in the world on social marketing.”

- Julie Colehour, Partner, C+C , Seattle, WA, USA


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