Social marketing
Subtitle: changing behaviors for good
By: Nancy R. Lee, University of Washington and Social Marketing Services, Inc, Philip Kotler, Kellogg School of Management
Contributors: Lee, Nancy, 1945-
Edition: Fifth edition.
Published: 2016
Language: eng
Number of pages: 567
ISBN-13: 9781452292144
Subjects: Social marketing; Behavior modification
Notes: Includes bibliographical references and index.
Table of contents: title: Defining and distinguishing social marketing; title: 10 steps in the strategic marketing planning process; title: Determining research needs and options; title: Choosing a social issue, purpose and focus for your plan and conducting a situation analysis; title: Segmenting, evaluating and selecting target audiences; title: Setting behavior objectives and target goals; title: Identifying barriers, benefits, motivators, the competition, and influential others; title: Tapping behavior change theories, models, and frameworks; title: Crafting a desired positioning; title: Product: creating a product platform; title: Price: determining monetary and nonmonetary incentives and disincentives; title: Place: making access convenient and pleasant; title: Promotion: deciding on messages, messengers, and creative; title: Strategies; title: Promotion: selecting communication channels; title: Developing a plan for monitoring and evaluation; title: Establishing budgets and finding funding; title: Creating an implementation plan and sustaining behavior.