02545cam a2200361 a 4500 15020300 20210414114232.0 070924s2008 caua b 001 0 eng 2007039239 9781412956475 (pbk. : alk. paper) 1412956471 (pbk. : alk. paper) (OCoLC)ocn173502721 (OCoLC)173502721 (OCoLC)156821517 DLC DLC DLC HF5414 .K67 658.8 22 Kotler, Philip. Social marketing: influencing behaviours for good. / Philip Kotler, Nancy R. Lee. 3rd ed. Los Angeles : Sage Publications, c2008. xii, 444 p.: ill.; 24 cm. Includes bibliographical references (p. 403-427) and indexes. Contents: Understanding social marketing: Defining social marketing -- Steps in the strategic marketing Planning process -- Discovering keys to success -- Analyzing the social marketing environment: Determining research needs and options -- mapping the internal and external environments:Establishing target audiences, Objectives and goals: Selecting target markets -- Setting objectives and goals -- Deepening your understanding of the target market and the competition -- Developing social marketing strategies: Crafting a desired positioning -- Product: creating a product platform -- Price: determining monetary and non-monetary incentives and disincentives -- Place: making access convenient and pleasant -- Promotion: deciding on messages, messengers -- and creative strategies -- Promotion: selecting communication channels -- Managing social marketing programs: Developing a plan for monitoring and evaluation -- Establishing budget and finding funding -- Creating an implementation plan and sustaining behavior -- Appendix A: Social marketing planning worksheets -- Appendix B:Social marketing resources. Social marketing. Behavior modification. Lee, Nancy, 1945- Contributor biographical information http://www.loc.gov/catdir/enhancements/fy0828/2007039239-b.html Publisher description http://www.loc.gov/catdir/enhancements/fy0828/2007039239-d.html Table of contents only http://www.loc.gov/catdir/enhancements/fy0828/2007039239-t.html 7 cbc orignew 1 ecip 20 y-gencatlg lcc BK 3119 10619 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2014-07-11 0 HF5414 .K67 7658/85/14 2014-07-11 00:00:00 1 2014-07-11 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2014-07-11 0 HF5414 .K671 7659/86/14 2014-07-11 00:00:00 2 2014-07-11 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2014-07-11 0 HF5414 .K672 7660/87/5 2014-07-11 00:00:00 3 2014-07-11 BK