Social marketing : influencing behaviors for good / Philip Kotler, Nancy R. Lee.
By: Kotler, Philip.
Contributor(s): Lee, Nancy.Material type: TextPublisher: 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
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|Text||EWU Library||658.8 KOS (Browse shelf)||C-1||Available||6274-22254|
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|Text||EWU Library Circulation Section||Non-fiction||658.8 KOS 2008 (Browse shelf)||C-4||Available||22346|
|Text||EWU Library Circulation Section||Non-fiction||658.8 KOS 2008 (Browse shelf)||C-5||Available||22347|
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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.
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.