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The Resource Social marketing : influencing behaviors for good, Nancy R. Lee, Philip Kotler

Social marketing : influencing behaviors for good, Nancy R. Lee, Philip Kotler

Label
Social marketing : influencing behaviors for good
Title
Social marketing
Title remainder
influencing behaviors for good
Statement of responsibility
Nancy R. Lee, Philip Kotler
Creator
Contributor
Subject
Language
eng
Cataloging source
DLC
http://library.link/vocab/creatorDate
1932-
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
  • Kotler, Philip
http://library.link/vocab/subjectName
  • Social marketing
  • Behavior modification
Label
Social marketing : influencing behaviors for good, Nancy R. Lee, Philip Kotler
Instantiates
Publication
Note
Prev. ed. entered under: Kotler, Philip
Bibliography note
Includes bibliographical references and indexes
Contents
Defining social marketing -- 20 steps in the strategic marketing planning process -- 16 tips for success -- Determining research needs and options -- Choosing a purpose and focus for your plan and conducting a situation analysis -- Segmenting, evaluating, and selecting target audiences -- SEtting behavior objectives and goals -- Identifying barriers, benefits, the competition, and influential others -- 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
ocn733232905
Dimensions
24 cm
Edition
4th ed
Extent
xi, 502 p.
Isbn
9781412981491
Isbn Type
(pbk. : alk. paper)
Lccn
2011033241
Other physical details
ill.
System control number
(OCoLC)733232905
Label
Social marketing : influencing behaviors for good, Nancy R. Lee, Philip Kotler
Publication
Note
Prev. ed. entered under: Kotler, Philip
Bibliography note
Includes bibliographical references and indexes
Contents
Defining social marketing -- 20 steps in the strategic marketing planning process -- 16 tips for success -- Determining research needs and options -- Choosing a purpose and focus for your plan and conducting a situation analysis -- Segmenting, evaluating, and selecting target audiences -- SEtting behavior objectives and goals -- Identifying barriers, benefits, the competition, and influential others -- 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
ocn733232905
Dimensions
24 cm
Edition
4th ed
Extent
xi, 502 p.
Isbn
9781412981491
Isbn Type
(pbk. : alk. paper)
Lccn
2011033241
Other physical details
ill.
System control number
(OCoLC)733232905

Library Locations

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      -36.733330 174.700641
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