Social marketing : influencing behaviors for good /
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Book |
| Language: | English |
| Published: |
Thousand Oaks, CA :
Sage Publications,
c2008.
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| Edition: | 3rd ed. |
| Subjects: |
Table of Contents:
- 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.