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Table of Content: Part 1: Understanding Social Marketing
Chapter 1: Defining And Distinguishing Social Marketing
Chapter 2: 10 Steps In The Strategic Marketing Planning Process
Part 2: Analyzing The Social Marketing Environment
Chapter 3: Determining Research Needs And Options
Chapter 4: Choosing A Social Issue, Purpose And Focus For Your Plan And Conducting A Situation Analysis
Part 3: Selecting Target Audiences, Objectives, and Goal
Chapter 5: Segmenting, Evaluating, And Selecting Target Audiences
Chapter 6: Setting Behavior Objectives And Target Goals
Chapter 7: Identifying Barriers, Benefits, Motivators, The Competition, And Influential Others
Chapter 8: Tapping Behavior Change Theories, Models, And Frameworks
Part 4: Developing Social Marketing Strategies
Chapter 9: Crafting A Desired Positioning
Chapter 10: Product: Creating A Product Platform
Chapter 11: Price: Determining Monetary And Nonmonetary Incentives And Disincentives
Chapter 12: Place: Making Access Convenient And Pleasant
Chapter 13: Promotion: Deciding On Messages, Messengers, And Creative Strategies
Chapter 14: Promotion: Selecting Communication Channels
Chapter 15: Developing A Plan For Monitoring And Evaluation
Chapter 16: Establishing Budgets And Finding Funding
Chapter 17: Creating An Implementation Plan And Sustaining Behavior
Product Details: Language: English
ISBN-10: 1452292140
ISBN-13: 978-1452292144
ISBN-13: 9781452292144
Author: Nancy R. Lee, Philip Kotler
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