| Edition |
Second edition. |
| Description |
xvi, 438 pages : illustrations ; 24 cm |
| Bibliography |
Includes bibliographical references and indexes. |
| Contents |
Understanding social marketing. Defining social marketing. Outlining the strategic marketing planning process. Discovering keys to success -- Analyzing the social marketing environment. Determining research needs and resources. Mapping the internal and external environments -- Establishing target audiences, objectives, and goals. Selecting target markets. Setting objectives and goals. Deepening our understanding of the target audience and the competition -- Developing social marketing strategies. Product: designing the market offering. Price: managing costs of behavior change. Place: making access convenient. Promotion: creating messages. Promotion: selecting media channels -- Managing social marketing programs. Developing a plan for evaluation and monitoring. Establishing budgets and finding funding sources. Completing an implementation plan and sustaining behavior. Making ethical decisions. |
| Subject |
Social marketing.
|
|
Behavior modification.
|
| Added Author |
Roberto, Ned.
|
|
Lee, Nancy, 1932-
|
| ISBN |
0761924345 paperback alkaline paper |
|
