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Social marketing : influencing behaviors for good /

By: Lee, Nancy (Nancy R.).
Contributor(s): Kotler, Philip (Philip J.), 1931- [joint author.].
Publisher: Los Angeles, CA [etc.] : SAGE, 2011Edition: 4th ed.Description: xi, 502 p. : ill. ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781412981491 (pbk); 9781412981491:; 1412981492 (pbk).Subject(s): Social marketing | Behavior modificationDDC classification: 658.872
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.872 LEE (Browse shelf(Opens below)) 1 Available 0091580
Total holds: 0

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.

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