Social marketing : influencing behaviors for good / Philip Kotler, Nancy R. Lee.
Material type: TextPublisher: Los Angeles : Sage Publications, [2008]Copyright date: ©2008Edition: Third editionDescription: xii, 444 pages : illustrations ; 24 cmContent type:- text
- unmediated
- volume
- 1412956471
- 9781412956475
- Social marketing : Influencing behaviours for good
- 658.8 22
- HF5414 .K67 2008
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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