Social Marketing: Changing Behaviors for Good

By:

Lee, Nancy R

Contributor(s):

Kotler, Philip

Material type: Text

TextPublication details: Sage Publications, Inc. 2016 CaliforniaEdition: 5th edDescription: 567pISBN:

9781452292144

Subject(s):

DDC classification:

658.8 LEE

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Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	658.8 LEE (Browse shelf(Opens below))	Available		M0032163

Total holds: 0

Part I: Understanding Social Marketing
1. Defining and distinguishing social marketing
2. 10 steps in the strategic marketing planning process

Part II: Analyzing the Social Marketing Environment
3. Determining research needs and options
4. Choosing a social issue, purpose and focus for your plan and conducting a situation analysis

Part III: Selecting Target Audiences, Objectives and Goals
5. Segmenting, evaluating and selecting target audiences
6. Setting behavior objectives and target goals
7. Identifying barriers, benefits, motivators, the competition, and influential others
8. Tapping behavior change theories, models, and frameworks

Part IV: Developing Social Marketing Strategies
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

Part V: Managing Social Marketing Programs
15. Developing a plan for monitoring and evaluation
16. Establishing budgets and finding funding
17. Creating an implementation plan and sustaining behavior

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