Social marketing : influencing behaviors for good /

"The book examines how social marketing can be used as a strategy for changing behavior. It highlights successful social change campaigns that have been launched by governments, by a combination of governments and citizens, and by citizens themselves. Its theme is that knowledge, techniques, an...

Πλήρης περιγραφή

Πρώτος συγγραφέας: Kotler, Philip
Άλλοι συγγραφείς: Lee, Nancy, 1932-
Μορφή: Βιβλίο
Γλώσσα: English
Άλλες Λεπτομέρειες Έκδοσης: Thousand Oaks, CA :, Sage Publications,, c2008.
Έκδοση: 3rd ed.
Θέματα:
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245 1 0 |a Social marketing :  |b influencing behaviors for good /  |c Philip Kotler, Nancy R. Lee. 
250 |a 3rd ed. 
260 |a Thousand Oaks, CA :  |b Sage Publications,  |c c2008. 
300 |a xii, 444 p. :  |b ill. ;  |c 24 cm. 
504 |a Includes bibliographical references (p. 403-427) and indexes. 
505 0 |a 1. Defining social marketing -- 2. Steps in the strategic marketing planning process -- 3. Discovering keys to success -- 4. Determining research needs and options -- 5. Mapping the internal and external environments -- 6. Selecting target markets -- 7. Setting objectives and goals -- 8. Deepening your understanding of the target market and the competition -- 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 -- 15. Developing a plan for monitoring and evaluation -- 16. Establishing budgets and finding funding -- 17. Creating an implementation plan and sustaining behavior -- Appendix A. Social marketing planning worksheets -- Appendix B. Social marketing resources. 
520 |a "The book examines how social marketing can be used as a strategy for changing behavior. It highlights successful social change campaigns that have been launched by governments, by a combination of governments and citizens, and by citizens themselves. Its theme is that knowledge, techniques, and technologies now exist to organize and implement effective social change programs in virtually every area of social concern, both locally and nationally." -- Cover. 
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700 1 |9 129660  |a Lee, Nancy,  |d 1932- 
775 1 8 |a Kotler, Philip  |b 2nd ed.  |d Thousand Oaks, Calif. : Sage Publications, c2002.  |e eng  |f cau  |t Social marketing :  |z 0761924345 (pbk. : alk. paper) 
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