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Social marketing : influencing behaviors for good / Philip Kotler, Nancy R. Lee.

By: Contributor(s): Material type: TextTextPublisher: Los Angeles : Sage Publications, [2008]Copyright date: ©2008Edition: Third editionDescription: xii, 444 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1412956471
  • 9781412956475
Other title:
  • Social marketing : Influencing behaviours for good
Subject(s): DDC classification:
  • 658.8 22
LOC classification:
  • HF5414 .K67 2008
Online resources:
Contents:
Part I. Understanding Social Marketing -- 1. Defining Social Marketing -- 2. Steps in the Strategic Marketing Planning Process -- 3. Discovering Keys to Success -- Part II. Analyzing the Social Marketing Environment -- 4. Determining Research Needs and Options -- 5. Mapping the Internal and External Environments -- Part III. Establishing Target Audiences Objectives and Goals -- 6. Selecting Target Markets -- 7. Setting Objectives and Goals -- 8. Deepening Your Understanding of the Target Market and the Competition -- Part IV. Developing Social Marketing Strategies -- 9. Creating a Desired Positioning -- 10. Product: Creating a Product Platform -- 11. Determining Monetary & Nonmonetary Incentives & Disincentives -- 12. Place: Making Access Convenient and Pleasant -- 13. Creating Messages, Choosing Messengers & Developing Creative Strategies -- 14. Promotion: Selecting Communication Channels -- Part V. Managing Social Marketing Programs -- 15. Developing a Plan for Monitoring and Evaluation -- 16. Establishing Budgets & Finding Funding Partners -- 17. Creating an Implementation Plan and Sustaining Behavior -- Appendix A. Social Marketing Planning Worksheets -- Appendix B. Social Marketing Resources.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.8 KOT (Browse shelf(Opens below)) 1 Available A425362B

Includes bibliographical references (pages 403-427) and index.

Part I. Understanding Social Marketing -- 1. Defining Social Marketing -- 2. Steps in the Strategic Marketing Planning Process -- 3. Discovering Keys to Success -- Part II. Analyzing the Social Marketing Environment -- 4. Determining Research Needs and Options -- 5. Mapping the Internal and External Environments -- Part III. Establishing Target Audiences Objectives and Goals -- 6. Selecting Target Markets -- 7. Setting Objectives and Goals -- 8. Deepening Your Understanding of the Target Market and the Competition -- Part IV. Developing Social Marketing Strategies -- 9. Creating a Desired Positioning -- 10. Product: Creating a Product Platform -- 11. Determining Monetary & Nonmonetary Incentives & Disincentives -- 12. Place: Making Access Convenient and Pleasant -- 13. Creating Messages, Choosing Messengers & Developing Creative Strategies -- 14. Promotion: Selecting Communication Channels -- Part V. Managing Social Marketing Programs -- 15. Developing a Plan for Monitoring and Evaluation -- 16. Establishing Budgets & Finding Funding Partners -- 17. Creating an Implementation Plan and Sustaining Behavior -- Appendix A. Social Marketing Planning Worksheets -- Appendix B. Social Marketing Resources.

Machine converted from AACR2 source record.

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