An edition of Social marketing
(2016)
Social marketing
changing behaviors for good
Fifth edition.
by Philip Kotler
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| Edition | Availability |
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1
Social marketing: changing behaviors for good
2016
in English
- Fifth edition.
1452292140 9781452292144
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Book Details
Table of Contents
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.
Edition Notes
Includes bibliographical references and index.
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