Social marketing : behavior change for social good /
Lee, Nancy, 1945-
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. - Sixth Edition. International student edition. - 1 volume (various pagings) ; illustrations ; 24 cm
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.
9781544371863
Social marketing.
Behavior modification.
--Reading book
658.8 / LEE
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. - Sixth Edition. International student edition. - 1 volume (various pagings) ; illustrations ; 24 cm
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.
9781544371863
Social marketing.
Behavior modification.
--Reading book
658.8 / LEE