TY  - BOOK
AU  - Deshpande, Sameer
AU  - Lee, R. Nancy
TI  - Social marketing in India
SN  - 9788132118671
PY  - 2013///
CY  - New Delhi
PB  - SAGE
KW  - Business and Management
KW  - Social marketing
N1  - 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
UR  - https://evidya.sagepub.in/library/social-marketing-in-india?bookId=2572&siteName=evidya
ER  -