TY  - BOOK
AU  - Kotler, Philip.
AU  - Lee, Nancy R.
TI  - Social marketing: influencing behaviors for good
SN  - 1412956471
U1  - 658.8 
PY  - 2008///
CY  - Los Angeles
PB  - Sage Publications, 
KW  - Social marketing	
KW  - Behavior modification	
N1  - 1 Understanding social marketing:Defining social marketing; Steps in the strategic marketing planning process; Discovering keys to success 

2 Analyzing the social marketing environment: Determining research needs and options; Mapping the internal and external environments 

3 Establishing target audiences, objectives, and goals: Selecting target markets; Setting objectives and goals; Deepening your understanding of the target market and the competition 

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 

5 Managing social marketing programs: Developing a plan for monitoring and evaluation; Establishing budgets and finding funding; Creating an implementation plan and sustaining behavior

6 Appendixes: Social marketing planning worksheets; Social marketing resources
ER  -