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

By: Kotler, PhilipContributor(s): Lee, Nancy RMaterial type: Text

TextPublication details: Los Angeles: Sage Publications, 2008Edition: 3rd edDescription: xii, 444 p. ; 23 cmISBN: 1412956471Subject(s): Social marketing | Behavior modification DDC classification: 658.8

Contents:

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.

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
General Books	Central Library, Sikkim University General Book Section	658.8 KOT/S (Browse shelf(Opens below))	Available		P41136

Total holds: 0

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.

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