TY  - BOOK
AU  - Lee,Nancy
AU  - Kotler,Philip
TI  - Social marketing: behavior change for social good 
SN  - 9781544371863
U1  - 658.8 22
PY  - 2020///]
CY  - Thousand Oaks, California
PB  - SAGE Publications
KW  - Social marketing
KW  - BUEsh
KW  - Behavior modification
KW  - COMAME
KW  - July2020
KW  - Reading book
N1  - 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
ER  -