Kotler, Philip,  1931- <br/><br/>
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. 
<br/><br/>Includes bibliographical references and indexes 
<br/><br/>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 
<br/><br/><label>ISBN: </label>0761924345 (pbk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Social marketing<br/>Behavior modification
<br/><br/><label>LC Class. No.: </label>HF5414  / .K67 2002