Social marketing : behavior change for social good / Nancy R. Lee, Philip Kotler.
Material type:
TextPublication details: Los Angeles : SAGE Publications, c2020.Edition: 6th editionDescription: xxiii, 486 pages : illustrations ; 24 cmISBN: - 9781544351490 (pbk. : alk. paper)
- 658.8 23
- HF5414.L44 2020
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| HF5414.L44 2020 Social marketing : behavior change for social good / | HF5414.L44 2020 Social marketing : behavior change for social good / | HF5414.L44 2020 Social marketing : behavior change for social good / | HF5414.L44 2020 Social marketing : behavior change for social good / | HF5415 .S275 2009 Marketing management for nonprofit organizations / | HF5415.1.Y35 2021 Break the internet : in pursuit of influence / | HF5415.129 .V46 2001 Marketing channel management : a customer-centric approach / |
Revised edition of the authors' Social marketing, [2016]
Includes bibliographical references and index.
CONTENT
PART I: UNDERSTANDING SOCIAL MARKETING
Chapter 1: Defining and distinguishing social marketing --
Chapter 2:10 step strategic planning model --
Chapter 3:Research options --
Chapter 4:Behavior change theories, models, frameworks --
PART II: DETERMINING PLAN, PURPOSE, FOCUS,AUDIENCE, BEHAVIORS, INSIGHTS
Chapter 5:Steps 1 & 2 Social issue, purpose, focus, situation analysis --
Chapter 6:Step 3: Selecting priority audiences --
Chapter 7:Step 4: Behavior objectives and target goals --
Chapter 8:Step 5: Audience insights --
PART III: DEVELOPING MARKETING INTERVENTION STRATEGIES
Chapter 9:Step 6:Crafting a desired positioning --
Chapter 10:Step 7:Product: creating a product platform --
Chapter 11:Step 7:Price: determining incentives and disincentives --
Chapter 12:Step 7:Place: making access convenient and pleasant --
Chapter 13:Step 7:Promotion: deciding on messages, messengers, and creative strategies --
Chapter 14:Step 7:Promotion: selecting communication channels --
PART IV: MANAGING SOCIAL MARKETING PROGRAMS
Chapter 15:Step 8:Monitoring and evaluation --
Chapter 16:Step 9:Budget and funding plans --
Chapter 17:Step 10:Implementation and sustaining behaviors plans --
Epilogue --
Appendix a: Social marketing planning worksheets --
Appendix b: Sample social marketing plans --
Appendix c: Additional planning models --
Appendix d: Social marketing resources --
Appendix e: History annex --
Appendix f: Courses --
Appendix g: International social marketing association's academic competencies --
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