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Social marketing : changing behaviors for good

By: Lee, Nancy R
Title By: Kotler, Philip
Material type: BookPublisher: Los Angeles : SAGE, c2016.Edition: 5th ed.Description: xv, 567 p. : ill. ; 24 cm.ISBN: 9781452292144Program: MARK920Subject(s): Social marketing | Behavior modificationDDC classification: 658.8 LE SO Online resources: Ebook
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.
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Item type Home library Call number Status Notes Date due Barcode Item holds
TEACHER REF University of Wollongong in Dubai
Tardis
658.8 LE SO (Browse shelf) Available T0064250
CRS University of Wollongong in Dubai
Closed Reserve
658.8 LE SO (Browse shelf) Available July2018 T0053657
3 DAY LOAN University of Wollongong in Dubai
3 day loan
658.8 LE SO (Browse shelf) Available T0053658
REGULAR University of Wollongong in Dubai
Main Collection
658.8 LE SO (Browse shelf) Available T0051244
Total holds: 0

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.

MARK920

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