Research Catalog
Social marketing : influencing behaviors for good
- Title
- Social marketing : influencing behaviors for good / Philip Kotler, Nancy R. Lee.
- Author
- Kotler, Philip.
- Publication
- Los Angeles : Sage Publications, c2008.
- Supplementary Content
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| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
Available - Can be used on site. Please visit New York Public Library - Check with Staff to submit a request in person. | Text | No restrictions | *R-SIBL HF5414 .K67 2008 | Check with Staff |
Not available - Please for assistance. | Text | Check with Staff |
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Details
- Additional Authors
- Lee, Nancy, 1932-
- Description
- xii, 444 p. : ill.; 24 cm.
- Subjects
- Bibliography (note)
- Includes bibliographical references (p. 403-427) and indexes.
- Contents
- 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.
- Call Number
- HF5414
- ISBN
- 9781412956475 (pbk. : alk. paper)
- 1412956471 (pbk. : alk. paper)
- LCCN
- 2007039239
- OCLC
- 173502721
- 173502721
- Author
- Kotler, Philip.
- Title
- Social marketing : influencing behaviors for good / Philip Kotler, Nancy R. Lee.
- Imprint
- Los Angeles : Sage Publications, c2008.
- Edition
- 3rd ed.
- Bibliography
- Includes bibliographical references (p. 403-427) and indexes.
- Connect to:
- Added Author
- Lee, Nancy, 1932-
- Research Call Number
- *R-SIBL HF5414 .K67 2008