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Social marketing : behavior change for social good / Nancy R. Lee, University of Washington and Social Marketing Services, Inc., Philip Kotler, Kellogg School of Management, Northwestern University.

By: Contributor(s): Material type: TextPublisher: Thousand Oaks, California : SAGE Publications, [2020]Copyright date: c2020Edition: Sixth Edition; International student editionDescription: 1 volume (various pagings) ; illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781544371863
Subject(s): Genre/Form: DDC classification:
  • 658.8 LEE 22
Contents:
Defining and distinguishing social marketing -- 10 step strategic planning model -- Research options -- Behavior change theories, models, frameworks -- Steps 1 & 2 social issue, purpose, focus, situation analysis -- Step 3: selecting priority audiences -- Behavior objectives and target goals -- Step 5: audience insights -- Crafting a desired positioning -- Product: creating a product platform -- Price: determining incentives and disincentives -- Place: making access convenient and pleasant -- Promotion: deciding on messages, messengers, and creative strategies -- Promotion: selecting communication channels -- Monitoring and evaluation -- Budget and funding plans -- Implementation and sustaining behaviors plans -- Epilogue -- Appendix a: social marketing planning worksheets -- Appendix b: sample social marketing plans -- Appendix c: additional planning models -- Appendix d: social marketing resources -- Appendix e: history annex -- Appendix f: courses -- Appendix g: international social marketing association?s academic competencies -- References -- Index.
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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Book - Borrowing Central Library First floor Baccah 658.8 LEE (Browse shelf(Opens below)) Available 000049218
Total holds: 0

Revised edition of the authors' Social marketing, [2016].

Includes bibliographical references and index.

Defining and distinguishing social marketing -- 10 step strategic planning model -- Research options -- Behavior change theories, models, frameworks -- Steps 1 & 2 social issue, purpose, focus, situation analysis -- Step 3: selecting priority audiences -- Behavior objectives and target goals -- Step 5: audience insights -- Crafting a desired positioning -- Product: creating a product platform -- Price: determining incentives and disincentives -- Place: making access convenient and pleasant -- Promotion: deciding on messages, messengers, and creative strategies -- Promotion: selecting communication channels -- Monitoring and evaluation -- Budget and funding plans -- Implementation and sustaining behaviors plans -- Epilogue -- Appendix a: social marketing planning worksheets -- Appendix b: sample social marketing plans -- Appendix c: additional planning models -- Appendix d: social marketing resources -- Appendix e: history annex -- Appendix f: courses -- Appendix g: international social marketing association?s academic competencies -- References -- Index.

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