TY  - BOOK
AU  - Kotler,Philip
AU  - Lee,Nancy
TI  - Social marketing: influencing behaviors for good 
SN  - 1412956471
AV  - HF5414 .K67 2008
U1  - 658.8 22
PY  - 2008///]
CY  - Los Angeles
PB  - Sage Publications
KW  - Social marketing
KW  - Behavior modification
N1  - 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
UR  - http://www.loc.gov/catdir/enhancements/fy0828/2007039239-b.html
UR  - http://www.loc.gov/catdir/enhancements/fy0828/2007039239-d.html
ER  -