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Social marketing : Influencing behaviors for good / Philip Kotler and Nancy R. Lee.
Material type:
TextLanguage: English Publication details: Los Angeles : Sage Publications, 2008.Edition: 3rd edDescription: xii, 444 p. : ill. ; 25 cmISBN: - 9781412956475
- 658.88 KOT
Contents:
Summary: This book is ... valuable to all those who wish to understand what social marketing is all about and how to carry it out most effectively.-Foreword
Understanding social marketing: Defining social marketing; Steps in the strategic marketing planning process; Discovering keys to success
Analyzing the social marketing environment: Determining research needs and options; Mapping the internal and external environments
Establishing target audiences, objectives, and goals: Selecting target markets; Setting objectives and goals; Deepening your understanding of the target market and the competition
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
Managing social marketing programs: Developing a plan for monitoring and evaluation; Establishing budgets and finding funding; Creating an implementation plan and sustaining behavior
Appendixes: Social marketing planning worksheets; Social marketing resources.
| Item type | Current library | Collection | Shelving location | Call number | Status | Barcode | |
|---|---|---|---|---|---|---|---|
Reference
|
Kalaignar Centenary Library Madurai | ENGLISH-REFERENCE BOOKS | ஆறாம் தளம் / Sixth floor | 658.8 KOT (Browse shelf(Opens below)) | Not for loan | 192008 |
Includes index.
Understanding social marketing: Defining social marketing; Steps in the strategic marketing planning process; Discovering keys to success
Analyzing the social marketing environment: Determining research needs and options; Mapping the internal and external environments
Establishing target audiences, objectives, and goals: Selecting target markets; Setting objectives and goals; Deepening your understanding of the target market and the competition
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
Managing social marketing programs: Developing a plan for monitoring and evaluation; Establishing budgets and finding funding; Creating an implementation plan and sustaining behavior
Appendixes: Social marketing planning worksheets; Social marketing resources.
This book is ... valuable to all those who wish to understand what social marketing is all about and how to carry it out most effectively.-Foreword