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 |
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Interurban Library | HF 5414 K67 2016 (Text) | 26040003177108 | Main Collection | Volume hold | Available | - |