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.