Lee, Nancy R.

Social marketing : changing behaviors for good Nancy R. Lee, Philip Kotler - 5th ed. - Los Angeles : SAGE, c2016. - xv, 567 p. : ill. ; 24 cm.

Defining and distinguishing social marketing -- 10 steps in the strategic marketing planning process -- Determining research needs and options -- Choosing a social issue, purpose and focus for your plan and conducting a situation analysis -- Segmenting, evaluating and selecting target audiences -- Setting behavior objectives and target goals -- Identifying barriers, benefits, motivators, the competition, and influential others -- Tapping behavior change theories, models, and frameworks -- 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 -- Developing a plan for monitoring and evaluation -- Establishing budgets and finding funding -- Creating an implementation plan and sustaining behavior.

The definitive textbook for the planning and implementation of programmes designed to bring about social change, no other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action.



Social marketing
Behavior modification

658.8 LE SO

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