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.
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
- unmediated
- volume
- 9781544371863
- 658.8 LEE 22
Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
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Book - Borrowing | Central Library First floor | Baccah | 658.8 LEE (Browse shelf(Opens below)) | Available | 000049218 |
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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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