Book
Social marketing : changing behaviors for good / Nancy R. Lee, University of Washington and Social Marketing Services, Inc, Philip Kotler, Kellogg School of Management.
Record details
- ISBN: 9781452292144 (pbk. : alk. paper)
- ISBN: 1452292140 (pbk. : alk. paper)
- Physical Description: xv, 567 pages ; 24 cm
- Edition: Fifth edition.
- Publisher: Los Angeles : SAGE, [2016]
Content descriptions
| General Note: | Includes index. |
| Bibliography, etc. Note: | Includes bibliographical references and index. |
| Formatted Contents Note: | Defining and distinguishing social marketing -- 10 steps in the strategic marketing planning process -- Determining research needs and options -- Choosing a social issue, purpose and focus for your plan and conducting a situation analysis -- Segmenting, evaluating and selecting target audiences -- Setting behavior objectives and target goals -- Identifying barriers, benefits, motivators, the competition, and influential others -- Tapping behavior change theories, models, and frameworks -- 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 -- Developing a plan for monitoring and evaluation -- Establishing budgets and finding funding -- Creating an implementation plan and sustaining behavior. |
Search for related items by subject
| Subject: | Social marketing. Behavior modification. |
Available copies
- 1 of 1 copy available at Camosun College Library.
Holds
- 0 current holds with 1 total copy.
Show Only Available Copies
| Location | Call Number / Copy Notes | Barcode | Shelving Location | Circulation Modifier | Holdable? | Status | Due Date | Courses |
|---|---|---|---|---|---|---|---|---|
| Interurban Library | HF 5414 K67 2016 (Text) | 26040003177108 | Main Collection | Volume hold | Available | - |
- Book News
Lee and Kotler present students, academics, and professionals working in a variety of contexts with a textbook for the planning and execution of marketing campaigns designed to influence social change. The authors have organized the main body of their text in five parts, covering understanding social marketing, analyzing the social marketing environment, selecting target audiences, objectives, and goals, developing social marketing strategies, and managing social marketing programs. Nancy R. Lee is a faculty member of the University of Washington and a social marketing consultant. Philip Kotler is a faculty member of the Kellogg School of Management at Northwestern University, Illinois. Annotation ©2015 Ringgold, Inc., Portland, OR (protoview.com) - Sage Publications
Turning Principle into Practice Â
Social Marketing: Changing Behaviors for Good is the definitive textbook for the planning and implementation of programs designed to influence social change. No other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action. Nancy R. Lee (a preeminent lecturer, consultant, and author in social marketing) and Philip Kotler (an influential individual in the field who coined the term âsocial marketingâ in 1971 with Gerald Zaltman) demonstrate how traditional marketing principles and techniques are successfully applied to campaigns and efforts to improve health, decrease injuries, protect the environment, build communities and enhance financial well-being. The Fifth Edition contains more than 26 new cases highlighting the 10 step planning model, and a new chapter describing major theories, models and frameworks that inform social marketing strategies and inspire social marketers.
