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RECORD NUMBER: 5 OF 6

OLS Field Name OLS Field Data
Main Title Social marketing : changing behaviors for good /
Author Kotler, Philip.
Other Authors
Author Title of a Work
Lee, Nancy,
Publisher SAGE,
Year Published 2016
OCLC Number 897946588
ISBN 9781452292144; 1452292140
Subjects Social marketing. ; Behavior modification. ; Soziomarketing.--(DE-588)4116549-4
Holdings
Library Call Number Additional Info Location Last
Modified
Checkout
Status
ESAM  HF5414.K67 2016 Region 10 Library/Seattle,WA 08/24/2015
Edition Fifth edition.
Collation xv, 567 pages ; 24 cm
Notes
Includes index. Includes bibliographical references and index.
Contents Notes
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. The definitive textbook for the planning and implementation of programs designed to bring about social change. No other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action.