TY  - BOOK
AU  - Kotler,Philip
AU  - Lee,Nancy
TI  - Social marketing: influencing behaviours for good.
SN  - 9781412956475 (pbk. : alk. paper)
AV  - HF5414 .K67 
U1  - 658.8 22
PY  - 2008///
CY  - Los Angeles
PB  - Sage Publications
KW  - Social marketing
KW  - Behavior modification
N1  - 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
UR  - http://www.loc.gov/catdir/enhancements/fy0828/2007039239-b.html
UR  - http://www.loc.gov/catdir/enhancements/fy0828/2007039239-d.html
UR  - http://www.loc.gov/catdir/enhancements/fy0828/2007039239-t.html
ER  -