000			00433nam a2200133Ia 4500
999			_c201138 _d201138
020			_a9788132118671
020			_a9788132118152
040			_cDepartment of Business and Management
100			_aDeshpande, Sameer
245		0	_aSocial marketing in India/ _cSameer Deshpande and Nancy R. Lee
260			_bSAGE, _c2013. _aNew Delhi:
300			_axiii, 424 p.
505			_aForeword 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.
650			_aBusiness and Management
650			_aSocial marketing
700			_aLee, R. Nancy
856			_uhttps://evidya.sagepub.in/library/social-marketing-in-india?bookId=2572&siteName=evidya
942			_cEBK