TY - BOOK AU - Kotler,Philip AU - Lee,Nancy TI - Social marketing: influencing behaviors for good SN - 9781412956475 U1 - 658.8 PY - 2008/// CY - Los Angeles, Calif., London PB - Sage Publications KW - Social marketing KW - Behavior modification N1 - 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; BA N2 - 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. UR - https://www.worldcat.org/title/social-marketing-influencing-behaviors-for-good/oclc/173502721&referer=brief_results ER -