Social marketing : improving the quality of life /
Kotler, Philip, 1931-
Social marketing : improving the quality of life / [book] Improving the quality of life Philip Kotler, Ned Roberto, Nancy Lee - 2nd ed. - Thousand Oaks, Calif : Sage Publications, c2002. - xvi, 438 p. : ill.
Includes bibliographical references and indexes
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
0761924345 (pbk.)
Social marketing
Behavior modification
HF5414 / .K67 2002
Social marketing : improving the quality of life / [book] Improving the quality of life Philip Kotler, Ned Roberto, Nancy Lee - 2nd ed. - Thousand Oaks, Calif : Sage Publications, c2002. - xvi, 438 p. : ill.
Includes bibliographical references and indexes
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
0761924345 (pbk.)
Social marketing
Behavior modification
HF5414 / .K67 2002
