|
Title:
|
Social marketing : Influencing behaviors for good
|
|
Authors:
|
Nancy LEE, Author ;
Philip KOTLER, Author ;
Philip KOTLER
|
|
Material Type:
|
printed text
|
|
Edition statement:
|
4th ed.
|
|
Publisher:
|
London : Sage Publications, 2011
|
|
ISBN (or other code):
|
978-1-4129-8149-1
|
|
Size:
|
xi, 502 p. / ill. / 24 cm
|
|
General note:
|
Prev. ed. entered under: Kotler, Philip.
|
|
Languages:
|
English
|
|
Class number:
|
735.1 (Marketing thématique)
|
|
Descriptors:
|
Thésaurus du Management
SOCIAL MARKETING
|
|
Contents note:
|
I Understanding social marketing - 1. Defining social marketing - 2. 10 steps in the strategic marketing planning process - 3. 16 tips for success - II Analyzing the social marketing environment - 4. Determinig research needs and options - 5. Choosing a purpose and focus for your plan and conducting a situation analysis - III Selecting target audiences, objectives and goals - 6. Segmenting, evaluating, and selecting target audiences - 7. Setting behavior objectives and goals - 8. Identifying barriers, benefits, the competition, and influential others - IV Developing social marketing strategies - 9. Crafting a desired positioning - 10. Product : creating a product platform - 11. Price : determining monetary and nonmonetary incentives and disincentives - 12. Place : making access convenient and pleasant - 13. Promotion : deciding on messages, messengers, and creative strategies - 14. Promotion : selecting communication channels - V Managing social marketing programs - 15. DEveloping a plan for moonitoring and evaluation - 16. Established budgets and finding funding - 17. Creating an implementation plan and sustaining behavior
|
