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

By: Kotler, Philip.
Contributor(s): Lee, Nancy, 1932-.
Material type: TextTextPublisher: Los Angeles, Calif.; London : Sage Publications, c2008Edition: 3rd ed.Description: xii, 444 p. : ill. ; 24 cm.ISBN: 9781412956475; 1412956471.Subject(s): Social marketing | Behavior modificationDDC classification: 658.8 Online resources: WorldCat details
Contents:
Table of contents 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: 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.
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Item type Current location Collection Call number Copy number Status Date due Barcode Item holds
Text Text EWU Library
658.8 KOS (Browse shelf) C-1 Available 6274-22254
Text Text EWU Library
Reserve Section
Non-fiction 658.8 KOS 2008 (Browse shelf) C-2 Not For Loan 22344
Text Text EWU Library
Circulation Section
Non-fiction 658.8 KOS 2008 (Browse shelf) C-3 Available 22345
Text Text EWU Library
Circulation Section
Non-fiction 658.8 KOS 2008 (Browse shelf) C-4 Available 22346
Text Text EWU Library
Circulation Section
Non-fiction 658.8 KOS 2008 (Browse shelf) C-5 Available 22347
Text Text EWU Library
Circulation Section
Non-fiction 658.8 KOS 2008 (Browse shelf) C-6 Available 22348
Total holds: 0

Previous ed.: 2002.

Includes bibliographical references and indexes.

Table of contents 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.

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