Research Catalog

Title

Social marketing : influencing behaviors for good / Philip Kotler, Nancy R. Lee.

Author

Kotler, Philip

Publication

Los Angeles : Sage Publications, c2008.

Items in the Library & Off-site

Details

Additional Authors

• Lee, Nancy, 1932-
• Lee, Nancy, 1945-

Description

xii, 444 p. : ill.; 24 cm.

Summary

The Third edition of Social Marketing will be positioned as a core textbook for advanced undergraduate and graduate courses in social marketing, consumer behavior, health communication, social change, and public communication. The book examines how social marketing can be used as a strategy for changing behavior.It highlights successful social change campaigns that have been launched by governments, by a combination of governments and citizens, and by citizens themselves.

Subject

• Social marketing
• Behavior modification
• Marketing social
• Modification du comportement
• Soziomarketing
• Social Marketing
• Behavior Control

Genre/Form

Lehrbuch.

Bibliography (note)

• Includes bibliographical references (p. 403-427) and indexes.

Processing Action (note)

• committed to retain

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.

ISBN

• 9781412956475 (pbk. : alk. paper)
• 1412956471 (pbk. : alk. paper)

LCCN

^^2007039239

OCLC

• 173502721
• SCSB-10209601

Owning Institutions

Harvard Library