TY  - BOOK
AU  - Kotler,Philip
AU  - Roberto,Ned
AU  - Lee,Nancy
TI  - Social marketing: improving the quality of life 
SN  - 0761924345 (pbk.)
AV  - HF5414 .K67 2002
PY  - 2002///
CY  - Thousand Oaks, Calif
PB  - Sage Publications
KW  - Social marketing
KW  - Behavior modification
N1  - 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
ER  -