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008 080201s2008 caua b 001 0 eng d
010 _a 2007039239
011 _aBIB MATCHES WORLDCAT
020 _a1412956471
_qpbk. (alk. paper)
020 _a9781412956475
_qpbk. (alk. paper)
035 _a(OCoLC)173502721
040 _aDLC
_beng
_erda
_cDLC
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_dBAKER
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050 0 0 _aHF5414
_b.K67 2008
082 0 0 _a658.8
_222
100 1 _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
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
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.
650 0 _aSocial marketing.
_9327132
650 0 _aBehavior modification.
_9314481
700 1 _aLee, Nancy,
_d1932-
_eauthor.
_9419410
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
907 _a.b11306658
_b15-09-20
_c27-10-15
942 _cB
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