| Edition |
3rd ed. |
| Description |
xii, 444 pages : illustrations ; 24 cm |
| Bibliography |
Includes bibliographical references (pages 403-427) and indexes. |
| Contents |
pt. 1. Understanding social marketing -- Defining social marketing -- Steps in the strategic marketing planning process -- Discovering keys to success -- pt. 2. Analyzing the social marketing environment -- Determining research needs and options -- Mapping the internal and external environments -- pt. 3. Establishing target audiences, objectives, and goals -- Selecting target markets -- Setting objectives and goals -- Deepening your understanding of the target market and the competition -- pt. 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 -- pt. 5. Managing social marketing programs -- Developing a plan for monitoring and evaluation -- Establishing budgets and finding funding -- Creating an implementation plan and sustaining behavior. |
| Subject |
Social marketing.
|
|
Social marketing. |
|
Behavior modification.
|
|
Behavior modification. |
| Added Author |
Lee, Nancy, 1932-
|
| ISBN |
9781412956475 paperback alkaline paper |
|
1412956471 paperback alkaline paper |
|
