000			00393nam a2200145Ia 4500
999			_c186122 _d186122
020			_a1412956471
040			_cCUS
082			_a658.8 _bKOT/S
100			_aKotler, Philip.
245		0	_aSocial marketing: influencing behaviors for good/ _cPhilip Kotler, Nancy R. Lee.
250			_a3rd ed.
260			_aLos Angeles: _bSage Publications, _c2008.
300			_axii, 444 p. ; _c23 cm.
505			_a1 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.
650			_aSocial marketing
650			_aBehavior modification
700			_aLee, Nancy R.
942			_cWB16