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Social marketing in India/ Sameer Deshpande and Nancy R. Lee

By: Deshpande, SameerContributor(s): Lee, R. NancyMaterial type: Text

TextPublication details: New Delhi: SAGE, 2013Description: xiii, 424 pISBN: 9788132118671; 9788132118152Subject(s): Business and Management | Social marketingOnline resources: Click here to access online

Contents:

Foreword Philip Kotler -- I: UNDERSTANDING SOCIAL MARKETING -- Defining Social Marketing -- 10 Steps in the Strategic Marketing Planning Process -- 16 Tips for Success -- II: ANALYZING THE SOCIAL MARKETING ENVIRONMENT -- Determining Research Needs and Options -- Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis -- III: SELECTING TARGET AUDIENCES, OBJECTIVES, AND GOALS -- Segmenting, Evaluating, and Selecting Target Audiences -- Setting Behavior Objectives and Goals -- Identifying Barriers, Benefits, the Competition, and Influential Others -- IV: 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 -- V: MANAGING SOCIAL MARKETING PROGRAMS -- Developing a Plan for Monitoring and Evaluation -- Establishing Budgets and Finding Funding -- Creating an Implementation Plan and Sustaining Behavior -- Epilogue -- Appendix: Social Marketing Planning Worksheets -- Name Index -- Subject Index.

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
e-Books	Central Library, Sikkim University		Not for loan		E-2362

Total holds: 0

Foreword Philip Kotler --
I: UNDERSTANDING SOCIAL MARKETING --
Defining Social Marketing --
10 Steps in the Strategic Marketing Planning Process --
16 Tips for Success --
II: ANALYZING THE SOCIAL MARKETING ENVIRONMENT --
Determining Research Needs and Options --
Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis --
III: SELECTING TARGET AUDIENCES, OBJECTIVES, AND GOALS --
Segmenting, Evaluating, and Selecting Target Audiences --
Setting Behavior Objectives and Goals --
Identifying Barriers, Benefits, the Competition, and Influential Others --
IV: 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 --
V: MANAGING SOCIAL MARKETING PROGRAMS --
Developing a Plan for Monitoring and Evaluation --
Establishing Budgets and Finding Funding --
Creating an Implementation Plan and Sustaining Behavior --
Epilogue --
Appendix: Social Marketing Planning Worksheets --
Name Index --
Subject Index.

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