Social marketing : influencing behaviors for good / Philip Kotler, Nancy R. Lee.
The Third edition of Social Marketing will be positioned as a core textbook for advanced undergraduate and graduate courses in social marketing, consumer behavior, health communication, social change, and public communication. The book examines how social marketing can be used as a strategy for chan...
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| Format: | Book |
| Language: | English |
| Published: |
Los Angeles :
Sage Publications,
[2008]
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| Edition: | Third edition. |
| Subjects: |
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| 100 | 1 | |a Kotler, Philip. |0 n 79105772 | |
| 245 | 1 | 0 | |a Social marketing : |b influencing behaviors for good / |c Philip Kotler, Nancy R. Lee. |
| 250 | |a Third edition. | ||
| 264 | 1 | |a Los Angeles : |b Sage Publications, |c [2008] | |
| 264 | 4 | |c ©2008 | |
| 300 | |a xii, 444 pages : |b illustrations ; |c 24 cm | ||
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| 504 | |a Includes bibliographical references (pages 403-427) and indexes. | ||
| 505 | 0 | |a pt. 1. Understanding social marketing -- Defining social marketing -- Steps in the strategic marketing planning process -- Discovering keys to success -- pt. 2. Analyzing the social marketing environment -- Determining research needs and options -- Mapping the internal and external environments -- pt. 3. Establishing target audiences, objectives, and goals -- Selecting target markets -- Setting objectives and goals -- Deepening your understanding of the target market and the competition -- pt. 4. Developing social marketing strategies -- Crafting a desired positioning -- Product : creating a product platform -- Price : determining monetary and nonmonetary incentives and disincentives -- Place : making access convenient and pleasant -- Promotion : deciding on messages, messengers, and creative strategies -- Promotion : selecting communication channels -- pt. 5. Managing social marketing programs -- Developing a plan for monitoring and evaluation -- Establishing budgets and finding funding -- Creating an implementation plan and sustaining behavior -- Appendix A: Social marketing planning worksheets -- Appendix B: Social marketing resources. | |
| 520 | |a The Third edition of Social Marketing will be positioned as a core textbook for advanced undergraduate and graduate courses in social marketing, consumer behavior, health communication, social change, and public communication. The book examines how social marketing can be used as a strategy for changing behavior. It highlights successful social change campaigns that have been launched by governments, by a combination of governments and citizens, and by citizens themselves. | ||
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| 650 | 0 | |a Behavior modification. |0 sh 85012897 | |
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