Social marketing : influencing behaviors for good / Philip Kotler, Nancy R. Lee.

Previous ed.: 2002.

Includes bibliographical references and indexes.

TOC pt. 1. Understanding social marketing --
Defining social marketing --
Steps in the strategic marketing planning process --
Discovering keys to success --
pt. 2. Analyzing the social marketing environment --
Determining research needs and options --
Mapping the internal and external environments --
pt. 3. Establishing target audiences, objectives, and goals --
Selecting target markets --
Setting objectives and goals --
Deepening your understanding of the target market and the competition --
pt. 4. Developing social marketing strategies --
Crafting a desired positioning --
Product : creating a product platform --
Price : determining monetary and nonmonetary incentives and disincentives --
Place : making access convenient and pleasant --
Promotion : deciding on messages, messengers, and creative strategies --
Promotion : selecting communication channels --
pt. 5. Managing social marketing programs --
Developing a plan for monitoring and evaluation --
Establishing budgets and finding funding --
Creating an implementation plan and sustaining behavior --
Appendix A: Social marketing planning worksheets --
Appendix B: Social marketing resources.

Summary:
The Third edition of Social Marketing will be positioned as a core textbook for advanced undergraduate and graduate courses in social marketing, consumer behavior, health communication, social change, and public communication. The book examines how social marketing can be used as a strategy for changing behavior.It highlights successful social change campaigns that have been launched by governments, by a combination of governments and citizens, and by citizens themselves.

BA

Sagar Shahanawaz