Coverart for item
The Resource Social marketing : changing behaviors for good, Nancy R. Lee, University of Washington and Social Marketing Services, Inc. ; Philip Kotler, Kellogg School of Management

Social marketing : changing behaviors for good, Nancy R. Lee, University of Washington and Social Marketing Services, Inc. ; Philip Kotler, Kellogg School of Management

Label
Social marketing : changing behaviors for good
Title
Social marketing
Title remainder
changing behaviors for good
Statement of responsibility
Nancy R. Lee, University of Washington and Social Marketing Services, Inc. ; Philip Kotler, Kellogg School of Management
Creator
Contributor
Author
Subject
Language
eng
Cataloging source
DLC
http://library.link/vocab/creatorDate
1945-
http://library.link/vocab/creatorName
Lee, Nancy
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorName
Kotler, Philip
http://library.link/vocab/subjectName
  • Social marketing
  • Behavior modification
Label
Social marketing : changing behaviors for good, Nancy R. Lee, University of Washington and Social Marketing Services, Inc. ; Philip Kotler, Kellogg School of Management
Instantiates
Publication
Note
Prev. ed. entered under: Kotler, Philip
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier MARC source
rdacarrier
Content category
text
Content type MARC source
rdacontent
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
Control code
ocn897946588
Dimensions
24 cm
Edition
Edition 5
Extent
xv, 567 pages
Isbn
9781452292144
Isbn Type
(pbk)
Lccn
2014047588
Media category
unmediated
Media MARC source
rdamedia
Other physical details
illustrations
System control number
(OCoLC)897946588
Label
Social marketing : changing behaviors for good, Nancy R. Lee, University of Washington and Social Marketing Services, Inc. ; Philip Kotler, Kellogg School of Management
Publication
Note
Prev. ed. entered under: Kotler, Philip
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier MARC source
rdacarrier
Content category
text
Content type MARC source
rdacontent
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
Control code
ocn897946588
Dimensions
24 cm
Edition
Edition 5
Extent
xv, 567 pages
Isbn
9781452292144
Isbn Type
(pbk)
Lccn
2014047588
Media category
unmediated
Media MARC source
rdamedia
Other physical details
illustrations
System control number
(OCoLC)897946588

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      -40.385340 175.617349
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