Kotler, Philip. creator Lee, Nancy 1945- text bibliography cau Los Angeles Sage Publications c2008 2008 3rd ed. monographic eng

print

xii, 444 p.: ill.; 24 cm. 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. Philip Kotler, Nancy R. Lee. Includes bibliographical references (p. 403-427) and indexes. Social marketing Behavior modification HF5414 .K67 658.8 9781412956475 (pbk. : alk. paper) 1412956471 (pbk. : alk. paper) 2007039239 http://www.loc.gov/catdir/enhancements/fy0828/2007039239-b.html http://www.loc.gov/catdir/enhancements/fy0828/2007039239-d.html http://www.loc.gov/catdir/enhancements/fy0828/2007039239-t.html http://www.loc.gov/catdir/enhancements/fy0828/2007039239-b.html http://www.loc.gov/catdir/enhancements/fy0828/2007039239-d.html http://www.loc.gov/catdir/enhancements/fy0828/2007039239-t.html DLC 070924 20210414114232.0 15020300