Social Marketing
eBook - PDF

Social Marketing

Behavior Change for Social Good

  1. 624 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

Social Marketing

Behavior Change for Social Good

About this book

Successful social marketing holds the power to change the world. For almost two decades, Social Marketing: Behavior Change for Social Good has been the definitive guide for designing and implementing memorable social marketing campaigns. Bestselling authors Nancy R. Lee and Philip Kotler present a proven 10 Step Strategic Social Marketing Planning Model and guides students and practitioners through each stage of the process. The new Sixth Edition is packed with more than 25 new cases and dozens of new examples related to today?s most pressing social problems including the opioid epidemic, climate change, youth suicide, and more. The new edition also includes significantly expanded coverage of social media. Whether your students are on a mission to improve public health, protect the environment, or galvanize their community, they will find Social Marketing an invaluable resource.

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Yes, you can access Social Marketing by Nancy R. Lee,Philip Kotler in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher
SAGE Publications, Inc
Year
2019
eBook ISBN
9781544351506
Edition
6
Topic
Business
Subtopic
Marketing
Index
Business

Table of contents

  1. SOCIAL MARKETING - FRONT COVER
  2. SOCIAL MARKETING
  3. COPYRIGHT
  4. BRIEF CONTENTS
  5. DETAILED CONTENTS
  6. FOREWORD
  7. ACKNOWLEDGMENTS
  8. ABOUT THE AUTHORS
  9. PART I - UNDERSTANDING SOCIAL MARKETING
  10. CHAPTER 1 - DEFINING AND DISTINGUISHING SOCIAL MARKETING
  11. CHAPTER 2 - 10-STEP STRATEGIC PLANNING MODEL
  12. CHAPTER 3 - RESEARCH OPTIONS
  13. CHAPTER 4 - BEHAVIOR CHANGE THEORIES, MODELS, AND FRAMEWORKS
  14. PART II - DETERMINING PLAN PURPOSE, FOCUS, AUDIENCE, BEHAVIORS, INSIGHTS
  15. CHAPTER 5 - STEPS 1 & 2: SOCIAL ISSUE, PURPOSE, FOCUS, SITUATION ANALYSIS
  16. CHAPTER 6 - STEP 3: SELECTING PRIORITY AUDIENCES
  17. CHAPTER 7 - STEP 4: BEHAVIOR OBJECTIVES AND TARGET GOALS
  18. CHAPTER 8 - STEP 5: AUDIENCE INSIGHTS
  19. PART III - DEVELOPING MARKETING INTERVENTION STRATEGIES
  20. CHAPTER 9 - STEP 6: CRAFTING A DESIRED POSITIONING
  21. CHAPTER 10 - STEP 7: PRODUCT: CREATING A PRODUCT PLATFORM
  22. CHAPTER 11 - STEP 7: PRICE: DETERMINING INCENTIVES AND DISINCENTIVES
  23. CHAPTER 12 - STEP 7: PLACE: MAKING ACCESS CONVENIENT AND PLEASANT
  24. CHAPTER 13 - STEP 7: PROMOTION: DECIDING ON MESSAGES, MESSENGERS, AND CREATIVE STRATEGIES
  25. CHAPTER 14 - STEP 7: PROMOTION: SELECTING COMMUNICATION CHANNELS
  26. PART IV - MANAGING SOCIAL MARKETING PROGRAMS
  27. CHAPTER 15 - STEP 8: MONITORING AND EVALUATION
  28. CHAPTER 16 - STEP 9: BUDGET AND FUNDING PLANS
  29. CHAPTER 17 - STEP 10: IMPLEMENTATION AND SUSTAINING BEHAVIORS PLANS
  30. EPILOGUE
  31. APPENDIX A - SOCIAL MARKETING PLANNING WORKSHEETS
  32. APPENDIX B - SAMPLE SOCIAL MARKETING PLANS
  33. APPENDIX C - ADDITIONAL PLANNING MODELS
  34. APPENDIX D - SOCIAL MARKETING RESOURCES
  35. APPENDIX E - HISTORY ANNEX
  36. APPENDIX F - COURSES
  37. APPENDIX G - INTERNATIONAL SOCIAL MARKETING ASSOCIATION’S ACADEMIC COMPETENCIES
  38. REFERENCES
  39. INDEX