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

By: Kotler, Philip Contributor(s): Lee, Nancy, 1932-Material type: Text

TextLanguage: English Publication details: Los Angeles, Calif.; London : Sage Publications, c2008. Edition: 3rd edDescription: xii, 444 p. : ill. ; 24 cmISBN: 9781412956475; 1412956471Subject(s): Social marketing | Behavior modificationDDC classification: 658.8 Online resources: WorldCat details

Contents:

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: 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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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Barcode
Text	EWU Library		658.8 KOS (Browse shelf(Opens below))	C-1	Available	6274-22254
Text	EWU Library Reserve Section	Non-fiction	658.8 KOS 2008 (Browse shelf(Opens below))	C-2	Not For Loan	22344
Text	EWU Library Circulation Section	Non-fiction	658.8 KOS 2008 (Browse shelf(Opens below))	C-3	Available	22345
Text	EWU Library Circulation Section	Non-fiction	658.8 KOS 2008 (Browse shelf(Opens below))	C-4	Available	22346
Text	EWU Library Circulation Section	Non-fiction	658.8 KOS 2008 (Browse shelf(Opens below))	C-5	Available	22347
Text	EWU Library Circulation Section	Non-fiction	658.8 KOS 2008 (Browse shelf(Opens below))	C-6	Available	22348

Total holds: 0

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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.

Sagar Shahanawaz

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