Research Catalog
Social marketing : improving the quality of life
- Title
- Social marketing : improving the quality of life / Philip Kotler, Ned Roberto, Nancy Lee.
- Author
- Kotler, Philip.
- Publication
- Thousand Oaks, Calif. ; London : Sage Publications, c2002.
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| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
Available - Can be used on site. Please visit New York Public Library - Schwarzman Building to submit a request in person. | Text | Use in library | JBE 09-582 | Schwarzman Building - General Research Room 315 |
Details
- Additional Authors
- Description
- xvi, 438 p. : ill.; 24 cm.
- Subjects
- Bibliography (note)
- Includes bibliographical references and indexes.
- Contents
- Understanding social marketing. Defining social marketing. Outlining the strategic marketing planning process. Discovering keys to success -- Analyzing the social marketing environment. Determining research needs and resources. Mapping the internal and external environments -- Establishing target audiences, objectives, and goals. Selecting target markets. Setting objectives and goals. Deepening our understanding of the target audience and the competition -- Developing social marketing strategies. Product: designing the market offering. Price: managing costs of behavior change. Place: making access convenient. Promotion: creating messages. Promotion: selecting media channels -- Managing social marketing programs. Developing a plan for evaluation and monitoring. Establishing budgets and finding funding sources. Completing an implementation plan and sustaining behavior. Making ethical decisions.
- Call Number
- JBE 09-582
- ISBN
- 0761924345 (pbk. : alk. paper)
- LCCN
- 2001007178
- OCLC
- 48493858
- Author
- Kotler, Philip.
- Title
- Social marketing : improving the quality of life / Philip Kotler, Ned Roberto, Nancy Lee.
- Imprint
- Thousand Oaks, Calif. ; London : Sage Publications, c2002.
- Edition
- 2nd ed.
- Bibliography
- Includes bibliographical references and indexes.
- Added Author
- Roberto, Ned.Lee, Nancy, 1932-
- Research Call Number
- JBE 09-582