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01720nam a2200229 a 4500 |
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550983 |
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20171111230015.0 |
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070924s2008 caua b 001 0 eng |
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|a 9781412956475 (pbk.)
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| 040 |
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|a DLC
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| 050 |
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|a HF5414
|b .K67 2008
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|2 22
|a 658.8
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| 100 |
1 |
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|a Kotler, Philip
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| 245 |
1 |
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|a Social marketing :
|b influencing behaviors for good /
|c Philip Kotler, Nancy R. Lee.
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| 250 |
1 |
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|a 3rd ed.
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| 260 |
1 |
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|a Thousand Oaks, CA :
|b Sage Publications,
|c c2008.
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| 300 |
1 |
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|a xii, 444 p. :
|b ill. ;
|c 24 cm.
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| 504 |
1 |
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|a Includes bibliographical references (p. 403-427) and indexes.
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| 505 |
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|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.
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| 650 |
1 |
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|a Social marketing
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| 700 |
1 |
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|a Lee, Nancy,
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| 952 |
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|a GrThPMO
|b 59b013546c5ad17d7e5aceae
|c 952a
|d 9528
|e HF5414.K67 2008
|t 7
|x m
|z Books
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