Social marketing: influencing behaviors for good/
Kotler, Philip.
Social marketing: influencing behaviors for good/ Philip Kotler, Nancy R. Lee. - 3rd ed. - Los Angeles: Sage Publications, 2008. - xii, 444 p. ; 23 cm.
1 Understanding social marketing:Defining social marketing; Steps in the strategic marketing planning process; Discovering keys to success
2 Analyzing the social marketing environment: Determining research needs and options; Mapping the internal and external environments
3 Establishing target audiences, objectives, and goals: Selecting target markets; Setting objectives and goals; Deepening your understanding of the target market and the competition
4 Developing social marketing strategies: Crafting a desired positioning; Product, creating a product platform; Price, determining monetary and nonmonetary incentives and disincentives; Place, making access convenient and pleasant; Promotion, deciding on messages, messengers, and creative strategies; Promotion, selecting communication channels
5 Managing social marketing programs: Developing a plan for monitoring and evaluation; Establishing budgets and finding funding; Creating an implementation plan and sustaining behavior
6 Appendixes: Social marketing planning worksheets; Social marketing resources.
1412956471
Social marketing
Behavior modification
658.8 / KOT/S
Social marketing: influencing behaviors for good/ Philip Kotler, Nancy R. Lee. - 3rd ed. - Los Angeles: Sage Publications, 2008. - xii, 444 p. ; 23 cm.
1 Understanding social marketing:Defining social marketing; Steps in the strategic marketing planning process; Discovering keys to success
2 Analyzing the social marketing environment: Determining research needs and options; Mapping the internal and external environments
3 Establishing target audiences, objectives, and goals: Selecting target markets; Setting objectives and goals; Deepening your understanding of the target market and the competition
4 Developing social marketing strategies: Crafting a desired positioning; Product, creating a product platform; Price, determining monetary and nonmonetary incentives and disincentives; Place, making access convenient and pleasant; Promotion, deciding on messages, messengers, and creative strategies; Promotion, selecting communication channels
5 Managing social marketing programs: Developing a plan for monitoring and evaluation; Establishing budgets and finding funding; Creating an implementation plan and sustaining behavior
6 Appendixes: Social marketing planning worksheets; Social marketing resources.
1412956471
Social marketing
Behavior modification
658.8 / KOT/S