| LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2014047588 |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781452292144 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Call number |
658.8 LE SO |
| MAIN ENTRY--PERSONAL NAME |
|---|
| Authors |
Lee, Nancy R. |
| TITLE STATEMENT |
|---|
| Title |
Social marketing : |
| Subtitle |
changing behaviors for good |
| Statement of responsibility, etc |
Nancy R. Lee, Philip Kotler |
| EDITION STATEMENT |
|---|
| Edition |
5th ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication |
Los Angeles : |
| Publisher |
SAGE, |
| Date |
c2016. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
xv, 567 p. : |
| Other Details |
ill. ; |
| Size |
24 cm. |
| CONTENTS |
|---|
| Contents |
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. |
| SUMMARY |
|---|
| Summary |
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. |
| STUDY PROGRAM |
|---|
| Program name |
MARK920 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical Heading |
Social marketing |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical Heading |
Behavior modification |
| ADDED ENTRY |
|---|
| Name |
Kotler, Philip |
| ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
https://elibrary.gemzplatform.com/social-marketing-behavior-change-for-social-good/?autologin_code=ZjAAct0WkseNSxQp3RiZuCsY9MIdobY9 |
| Public note |
Ebook |
| MAIN ENTRY--PERSONAL NAME |
|---|
| -- |
20559 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| -- |
2975 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| -- |
4359 |
| ADDED ENTRY |
|---|
| -- |
129 |