Social marketing: Changing behaviors for good /
Lee, Nancy, 1932-
Social marketing: Changing behaviors for good / Social marketing Nancy Lee & Philip Kotler, author - 5th ed. - California : SAGE, 2016 - xv, 567 p. ; 23 cm.
Includes bibliographical references and index
Part I: Understanding social marketing page 1 Chapter 1: Defining and distinguishing social marketing page 2-40 - - Chapter 2: 10 steps in the strategic marketing planning process page 41-66 Part II: Analyzing the social marketing environment page 67 Chapter 3: Determining research needs and options page 68-96 - - Chapter 4: Choosing a social issue, purpose, and focus for your plan and conducting a situation analysis page 97-120 Part III: Selecting target audiences, objectives, and goals page 121 Chapter 5: Segmenting, evaluating, and selecting target audiences page 122-152 - - Chapter 6: Setting behavior objectives and target goals page 153-176 - - Chapter 7: Identifying barriers, benefits, motivators, the competition, and influential others page 177-203 - - Chapter 8: Tapping behavior change theories, models, and frameworks page 204-232 Part IV: Developing social marketing strategies page 233 Chapter 9: Crafting a desired positioning page 234-258 - - Chapter 10: Product: Creating a product platform page 259-284 - - Chapter 11: Price: Determining monetary and nonmonetary incentives and disincentives page 285-309 - - Chapter 12: Place: making access convenient and pleasant page 310-337 - - Chapter 13: Promotion: Deciding on messages, messengers, and creative strategies page 338-376 - - Chapter 14: Promotion: Selecting communication channels page 377-415 Part V: Managing social marketing programs page 416 Chapter 15: Developing a plan for monitoring and evaluation page 417-446 - - Chapter 16: Establishing budgets and finding funding page 447-470 - - Chapter 17: Creating an implementation plan and sustaining behaviors page 471-502
9781452292144 3813
SOCIAL MARKETING
BEHAVIOR MODIFICATION
HF 5414 / L43S 2016
Social marketing: Changing behaviors for good / Social marketing Nancy Lee & Philip Kotler, author - 5th ed. - California : SAGE, 2016 - xv, 567 p. ; 23 cm.
Includes bibliographical references and index
Part I: Understanding social marketing page 1 Chapter 1: Defining and distinguishing social marketing page 2-40 - - Chapter 2: 10 steps in the strategic marketing planning process page 41-66 Part II: Analyzing the social marketing environment page 67 Chapter 3: Determining research needs and options page 68-96 - - Chapter 4: Choosing a social issue, purpose, and focus for your plan and conducting a situation analysis page 97-120 Part III: Selecting target audiences, objectives, and goals page 121 Chapter 5: Segmenting, evaluating, and selecting target audiences page 122-152 - - Chapter 6: Setting behavior objectives and target goals page 153-176 - - Chapter 7: Identifying barriers, benefits, motivators, the competition, and influential others page 177-203 - - Chapter 8: Tapping behavior change theories, models, and frameworks page 204-232 Part IV: Developing social marketing strategies page 233 Chapter 9: Crafting a desired positioning page 234-258 - - Chapter 10: Product: Creating a product platform page 259-284 - - Chapter 11: Price: Determining monetary and nonmonetary incentives and disincentives page 285-309 - - Chapter 12: Place: making access convenient and pleasant page 310-337 - - Chapter 13: Promotion: Deciding on messages, messengers, and creative strategies page 338-376 - - Chapter 14: Promotion: Selecting communication channels page 377-415 Part V: Managing social marketing programs page 416 Chapter 15: Developing a plan for monitoring and evaluation page 417-446 - - Chapter 16: Establishing budgets and finding funding page 447-470 - - Chapter 17: Creating an implementation plan and sustaining behaviors page 471-502
9781452292144 3813
SOCIAL MARKETING
BEHAVIOR MODIFICATION
HF 5414 / L43S 2016