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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: Lee, Nancy, 1945- [author.]
Contributor(s): Kotler, Philip [author.]
Material type: TextTextPublisher: Thousand Oaks, California : SAGE Publications, [2020]Edition: Sixth EditionDescription: xxiii, 486 pages, 112 differently numbered pages : illustrations ; 24 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781544371863Subject(s): Social marketing | Behavior modification | Behavior modification | Social marketing | Communication and mass media July2020Genre/Form: -- Reading book DDC classification: 658.8
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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Item type Current location Collection Call number Status Date due Barcode Item holds
Book - Borrowing Book - Borrowing Central Library
First floor
Baccah 658.8 LEE (Browse shelf) 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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