000 02545cam a2200361 a 4500
001 15020300
005 20210414114232.0
008 070924s2008 caua b 001 0 eng
010 _a 2007039239
020 _a9781412956475 (pbk. : alk. paper)
020 _a1412956471 (pbk. : alk. paper)
035 _a(OCoLC)ocn173502721
035 _a(OCoLC)173502721
_z(OCoLC)156821517
040 _aDLC
_cDLC
_dDLC
050 0 0 _aHF5414
_b.K67
082 0 0 _a658.8
_222
100 1 _aKotler, Philip.
245 1 0 _aSocial marketing: influencing behaviours for good. /
_cPhilip Kotler, Nancy R. Lee.
250 _a3rd ed.
260 _aLos Angeles :
_bSage Publications,
_cc2008.
300 _axii, 444 p.:
_bill.;
_c24 cm.
504 _aIncludes bibliographical references (p. 403-427) and indexes.
505 _aContents: 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.
650 0 _aSocial marketing.
650 0 _aBehavior modification.
700 1 _aLee, Nancy,
_d1945-
856 4 2 _3Contributor biographical information
_uhttp://www.loc.gov/catdir/enhancements/fy0828/2007039239-b.html
856 4 2 _3Publisher description
_uhttp://www.loc.gov/catdir/enhancements/fy0828/2007039239-d.html
856 4 1 _3Table of contents only
_uhttp://www.loc.gov/catdir/enhancements/fy0828/2007039239-t.html
906 _a7
_bcbc
_corignew
_d1
_eecip
_f20
_gy-gencatlg
942 _2lcc
_cBK
999 _c3119
_d10619