Phranakorn Rajabhat University Library
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Social marketing: Changing behaviors for good / Nancy Lee & Philip Kotler, author

By: Contributor(s): Material type: TextTextPublication details: California : SAGE, 2016Edition: 5th edNotes: Includes bibliographical references and indexDescription: xv, 567 p. ; 23 cmISBN:
  • 9781452292144
Other title:
  • Social marketing
Subject(s): LOC classification:
  • HF 5414 L43S 2016
Contents:
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
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Holdings
Item type Current library Collection Shelving location Call number Copy number Status Barcode
General Book General Book SPU Library, Chonburi campus General Books (ENGLISH) Floor 3: General Shelves (FOREIGN LANGUAGE) HF 5414 L43S 2016 (Browse shelf(Opens below)) C.2 Available B008788
General Book General Book SPU Library, Chonburi campus General Books (ENGLISH) HF 5414 L43S 2016 (Browse shelf(Opens below)) Available B008638
Total holds: 0

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

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