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.
Πίνακας περιεχομένων:
  • 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.