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Deshpande, Sameer

Social marketing in India/ Sameer Deshpande and Nancy R. Lee - New Delhi: SAGE, 2013. - xiii, 424 p.

Foreword Philip Kotler --
I: UNDERSTANDING SOCIAL MARKETING --
Defining Social Marketing --
10 Steps in the Strategic Marketing Planning Process --
16 Tips for Success --
II: ANALYZING THE SOCIAL MARKETING ENVIRONMENT --
Determining Research Needs and Options --
Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis --
III: SELECTING TARGET AUDIENCES, OBJECTIVES, AND GOALS --
Segmenting, Evaluating, and Selecting Target Audiences --
Setting Behavior Objectives and Goals --
Identifying Barriers, Benefits, the Competition, and Influential Others --
IV: 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 --
V: MANAGING SOCIAL MARKETING PROGRAMS --
Developing a Plan for Monitoring and Evaluation --
Establishing Budgets and Finding Funding --
Creating an Implementation Plan and Sustaining Behavior --
Epilogue --
Appendix: Social Marketing Planning Worksheets --
Name Index --
Subject Index.

ISBN: 9788132118671 9788132118152

Subjects--Topical Terms:
Business and Management
Social marketing