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008 | 080201s2008 caua b 001 0 eng d | ||
010 | _a 2007039239 | ||
011 | _aBIB MATCHES WORLDCAT | ||
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_a1412956471 _qpbk. (alk. paper) |
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020 |
_a9781412956475 _qpbk. (alk. paper) |
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035 | _a(OCoLC)173502721 | ||
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_aDLC _beng _erda _cDLC _dBTCTA _dBAKER _dYDXCP _dC#P _dBWX _dMUQ _dOCLCG _dATU |
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_aHF5414 _b.K67 2008 |
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_a658.8 _222 |
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_aKotler, Philip _eauthor. _9306399 |
|
245 | 1 | 0 |
_aSocial marketing : _binfluencing behaviors for good / _cPhilip Kotler, Nancy R. Lee. |
246 | 3 |
_aSocial marketing : _bInfluencing behaviours for good |
|
250 | _aThird edition. | ||
264 | 1 |
_aLos Angeles : _bSage Publications, _c[2008] |
|
264 | 4 | _c©2008 | |
300 |
_axii, 444 pages : _billustrations ; _c24 cm |
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336 |
_atext _btxt _2rdacontent |
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337 |
_aunmediated _bn _2rdamedia |
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338 |
_avolume _bnc _2rdacarrier |
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504 | _aIncludes bibliographical references (pages 403-427) and index. | ||
505 | 0 | 0 |
_gPart I. _tUnderstanding Social Marketing -- _g1. _tDefining Social Marketing -- _g2. _tSteps in the Strategic Marketing Planning Process -- _g3. _tDiscovering Keys to Success -- _gPart II. _tAnalyzing the Social Marketing Environment -- _g4. _tDetermining Research Needs and Options -- _g5. _tMapping the Internal and External Environments -- _gPart III. _tEstablishing Target Audiences Objectives and Goals -- _g6. _tSelecting Target Markets -- _g7. _tSetting Objectives and Goals -- _g8. _tDeepening Your Understanding of the Target Market and the Competition -- _gPart IV. _tDeveloping Social Marketing Strategies -- _g9. _tCreating a Desired Positioning -- _g10. _tProduct: Creating a Product Platform -- _g11. _tDetermining Monetary & Nonmonetary Incentives & Disincentives -- _g12. _tPlace: Making Access Convenient and Pleasant -- _g13. _tCreating Messages, Choosing Messengers & Developing Creative Strategies -- _g14. _tPromotion: Selecting Communication Channels -- _gPart V. _tManaging Social Marketing Programs -- _g15. _tDeveloping a Plan for Monitoring and Evaluation -- _g16. _tEstablishing Budgets & Finding Funding Partners -- _g17. _tCreating an Implementation Plan and Sustaining Behavior -- _gAppendix A. _tSocial Marketing Planning Worksheets -- _gAppendix B. _tSocial Marketing Resources. |
588 | _aMachine converted from AACR2 source record. | ||
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_aSocial marketing. _9327132 |
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_aBehavior modification. _9314481 |
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700 | 1 |
_aLee, Nancy, _d1932- _eauthor. _9419410 |
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856 | 4 | 2 |
_3Contributor biographical information _uhttp://www.loc.gov/catdir/enhancements/fy0828/2007039239-b.html |
856 | 4 | 2 |
_3Publisher description _uhttp://www.loc.gov/catdir/enhancements/fy0828/2007039239-d.html |
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