000			01995nam a2200277Ia 4500
005			20241121161708.0
008			230706s9999 xx 000 0 end d
020			_a9781412956475 _qpbk.
041			_aeng
082			_a658.88 _bKOT
100			_aKotler, Philip
245		0	_aSocial marketing : _bInfluencing behaviors for good / _cPhilip Kotler and Nancy R. Lee.
250			_a3rd ed.
260			_aLos Angeles : _bSage Publications, _c2008.
300			_axii, 444 p. : _bill. ; _c25 cm.
504			_aIncludes index.
505			_a 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.
520			_aThis 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
650			_a Behavior Therapy.
650			_aBehavior modification.
650			_aMarketing social.
650			_aModification du comportement.
650			_aSocial marketing.
700			_aNancy R. Lee.
942			_cENG
999			_c111241 _d111241