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Social marketing in India /
This book, an adaptation of Nancy R. Lee and Philip Kotler's highly successful book Social Marketing: Influencing Behaviors for Good, 4th Edition, is structured around the ten-step marketing planning process that trains and encourages those in positions responsible for influencing public behavi...
| Clasificación: | Libro Electrónico |
|---|---|
| Autores principales: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New Delhi :
SAGE,
2013.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Foreword Philip Kotler
- I: UNDERSTANDING SOCIAL MARKETING
- Defining Social Marketing
- 10 Steps in the Strategic Marketing Planning Process
- 16 Tips for Success
- II: ANALYZING THE SOCIAL MARKETING ENVIRONMENT
- Determining Research Needs and Options
- Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis
- III: SELECTING TARGET AUDIENCES, OBJECTIVES, AND GOALS
- Segmenting, Evaluating, and Selecting Target Audiences
- Setting Behavior Objectives and Goals
- Identifying Barriers, Benefits, the Competition, and Influential Others
- IV: DEVELOPING SOCIAL MARKETING STRATEGIES
- Crafting a Desired Positioning
- Product: Creating a Product Platform
- Price: Determining Monetary and Nonmonetary Incentives and Disincentives
- Place: Making Access Convenient and Pleasant
- Promotion: Deciding on Messages, Messengers, and Creative Strategies
- Promotion: Selecting Communication Channels
- V: MANAGING SOCIAL MARKETING PROGRAMS
- Developing a Plan for Monitoring and Evaluation
- Establishing Budgets and Finding Funding
- Creating an Implementation Plan and Sustaining Behavior
- Epilogue
- Appendix: Social Marketing Planning Worksheets
- Name Index
- Subject Index.