| 000 | 01205nam a2200313 4500 | ||
|---|---|---|---|
| 999 | _c177124 | ||
| 003 | SPU | ||
| 005 | 20190524105204.0 | ||
| 008 | 151128s2016 eng | ||
| 020 |
_a9781452292144 _c3813 |
||
| 040 | _aSPU | ||
| 049 | _aSPU_CHN | ||
| 050 | 0 | 0 |
_aHF 5414 _bL43S 2016 |
| 100 | 0 |
_9153791 _aLee, Nancy, _d1932- |
|
| 245 | 1 | 0 |
_aSocial marketing: Changing behaviors for good / _cNancy Lee & Philip Kotler, author |
| 246 | _aSocial marketing | ||
| 250 | _a5th ed. | ||
| 260 |
_aCalifornia : _bSAGE, _c2016 |
||
| 300 |
_axv, 567 p. ; _c23 cm. |
||
| 500 | _aIncludes bibliographical references and index | ||
| 505 | 0 | _aPart I: Understanding social marketing page 1 | |
| 505 | 0 | _aChapter 1: Defining and distinguishing social marketing page 2-40 - - Chapter 2: 10 steps in the strategic marketing planning process page 41-66 | |
| 505 | 0 | _aPart II: Analyzing the social marketing environment page 67 | |
| 505 | 0 | _aChapter 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 | |
| 505 | 0 | _aPart III: Selecting target audiences, objectives, and goals page 121 | |
| 505 | 0 | _aChapter 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 | |
| 505 | 0 | _aPart IV: Developing social marketing strategies page 233 | |
| 505 | 0 | _aChapter 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 | |
| 505 | 0 | _aPart V: Managing social marketing programs page 416 | |
| 505 | 0 | _aChapter 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 | |
| 650 | 0 |
_aSOCIAL MARKETING _950734 |
|
| 650 | 0 |
_aBEHAVIOR MODIFICATION _936891 |
|
| 700 | 1 | 0 |
_aKotler, Philip _9114321 _eCo-author |
| 850 | _aSPU | ||
| 942 |
_cGEN _2lcc |
||
| 998 |
_atook 1115 _btook 1115 |
||