000 | 00393nam a2200145Ia 4500 | ||
---|---|---|---|
999 |
_c186122 _d186122 |
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020 | _a1412956471 | ||
040 | _cCUS | ||
082 |
_a658.8 _bKOT/S |
||
100 | _aKotler, Philip. | ||
245 | 0 |
_aSocial marketing: influencing behaviors for good/ _cPhilip Kotler, Nancy R. Lee. |
|
250 | _a3rd ed. | ||
260 |
_aLos Angeles: _bSage Publications, _c2008. |
||
300 |
_axii, 444 p. ; _c23 cm. |
||
505 | _a1 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. | ||
650 | _aSocial marketing | ||
650 | _aBehavior modification | ||
700 | _aLee, Nancy R. | ||
942 | _cWB16 |