Social marketing : influencing behaviors for good /
Lee, Nancy
Social marketing : influencing behaviors for good / - 4th ed. - Los Angeles, CA [etc.] : SAGE, 2011. - xi, 502 p. : ill. ; 24 cm.
Includes bibliographic references and index.
Foreword / Alan R. Andreasen -- Part I : understanding social marketing -- Chapter 1 : defining social marketing -- Chapter 2 : 10 steps in the straegic marketing planning process -- Chapter 3 : 16 tips for success -- Part II : analyzing the social marketing environment -- Chapter 4 : determining research needs and options -- Chapter 5 : choosing a purpose and focus for your plan and conducting a situation analysis - Part III : selecting target audiences, objectives and goals -- Chapter 6 : segmenting, evaluating, and selecting target audiences -- Chapter 7 : setting behaviour objectives and goals -- Chapter 8 : identifying barriers, benefits, the competition,and influencing others -- Part IV : developing social marketing strategies -- Chapter 9 : crafting a desired positioning -- Chapter 10 : product : creaing a product platform -- Chapter 11 : price : determining monetary and nonmonetary incentives and disincentives -- Chapter 12 : place : making access convenient and pleasant -- Chapter 13 : promotion : deciding on messages, messengers, and creative strategies -- Chapter 14 : promotion : slecting communication channels -- Part V : managing social marketing programs -- Chapter 15 : developing a plan for monitoring and evlauation -- Chapter 16 : establishing budgets and finding funding -- Chapter 17 : creating an implementation plan and sustaining behaviour -- Epilogue -- Appendix A : social marketing planning worksheets -- Appendix B : social marketing resources -- Name index -- Subject index -- About the authors.
This textbook examines how social marketing can be used as a strategy for changing behaviour. It highlights successful social change campaigns and provides the framework for using the full marketing mix.
9781412981491 (pbk) 9781412981491: £44.99 1412981492 (pbk)
2011033241
Social marketing.
Behavior modification.
658.872 / LEE
Social marketing : influencing behaviors for good / - 4th ed. - Los Angeles, CA [etc.] : SAGE, 2011. - xi, 502 p. : ill. ; 24 cm.
Includes bibliographic references and index.
Foreword / Alan R. Andreasen -- Part I : understanding social marketing -- Chapter 1 : defining social marketing -- Chapter 2 : 10 steps in the straegic marketing planning process -- Chapter 3 : 16 tips for success -- Part II : analyzing the social marketing environment -- Chapter 4 : determining research needs and options -- Chapter 5 : choosing a purpose and focus for your plan and conducting a situation analysis - Part III : selecting target audiences, objectives and goals -- Chapter 6 : segmenting, evaluating, and selecting target audiences -- Chapter 7 : setting behaviour objectives and goals -- Chapter 8 : identifying barriers, benefits, the competition,and influencing others -- Part IV : developing social marketing strategies -- Chapter 9 : crafting a desired positioning -- Chapter 10 : product : creaing a product platform -- Chapter 11 : price : determining monetary and nonmonetary incentives and disincentives -- Chapter 12 : place : making access convenient and pleasant -- Chapter 13 : promotion : deciding on messages, messengers, and creative strategies -- Chapter 14 : promotion : slecting communication channels -- Part V : managing social marketing programs -- Chapter 15 : developing a plan for monitoring and evlauation -- Chapter 16 : establishing budgets and finding funding -- Chapter 17 : creating an implementation plan and sustaining behaviour -- Epilogue -- Appendix A : social marketing planning worksheets -- Appendix B : social marketing resources -- Name index -- Subject index -- About the authors.
This textbook examines how social marketing can be used as a strategy for changing behaviour. It highlights successful social change campaigns and provides the framework for using the full marketing mix.
9781412981491 (pbk) 9781412981491: £44.99 1412981492 (pbk)
2011033241
Social marketing.
Behavior modification.
658.872 / LEE