Social marketing (International Student Edition)
Material type: TextLanguage: English Publication details: Los Angeles ; London ; New Delhi ; Singapore ; Washington DC ; Melbourne SAGE, 2019Edition: Sixth edition; International student editionDescription: xxiii, 486 p. ill. 24 cm.ISBN:- 9781544371863
Item type | Current library | Call number | Status | Date due | Barcode |
---|---|---|---|---|---|
Book | TBS Barcelona Libre acceso | HF5414 LEE (Browse shelf(Opens below)) | Available | B03308 |
Browsing TBS Barcelona shelves, Shelving location: Libre acceso Close shelf browser (Hides shelf browser)
No cover image available | ||||||||
HF54.5 MAR Data strategy : how to profit from a world of big data, analytics and artificial intelligence | HF5414 FOR Social media marketing for the future | HF5414 LAM Influencers | HF5414 LEE Social marketing (International Student Edition) | HF5414 LEE Social marketing | HF5414 ZIM Social media marketing for dummies | HF5415 ADC Marketing |
Includes bibliographical references, index and case studies. -- PART I. UNDERSTANDING SOCIAL MARKETING-- CHAPTER 1. Defining and Distinguishing Social Marketing-- CHAPTER 2. 10-Step Strategic Planning Model-- CHAPTER 3. Research Options-- CHAPTER 4. Behavior Change Theories, Models, and Frameworks-- -- PART II. DETERMINING PLAN PURPOSE, FOCUS, AUDIENCE, BEHAVIORS, INSIGHTS-- CHAPTER 5. Steps 1 & 2: Social Issue, Purpose, Focus, Situation Analysis-- CHAPTER 6. Step 3: Selecting Priority Audiences-- CHAPTER 7. Step 4: Behavior Objectives and Target Goals-- CHAPTER 8. Step 5: Audience Insights-- -- PART III. DEVELOPING MARKETING INTERVENTION STRATEGIES-- CHAPTER 9. Step 6: Crafting a Desired Positioning-- CHAPTER 10. Step 7: Product: Creating a Product Platform-- CHAPTER 11. Step 7: Price: Determining Incentives and Disincentives-- CHAPTER 12. Step 7: Place: Making Access Convenient and Pleasant-- CHAPTER 13. Step 7: Promotion: Deciding on Messages, Messengers, and Creative Strategies-- CHAPTER 14. Step 7: Promotion: Selecting Communication Channels-- -- PART IV. MANAGING SOCIAL MARKETING PROGRAMS-- CHAPTER 15. Step 8: Monitoring and Evaluation-- CHAPTER 16. Step 9: Budget and Funding Plans-- CHAPTER 17. Step 10: Implementation and Sustaining Behaviors Plans--
For almost two decades, Social Marketing: Behavior Change for Social Good has been the definitive guide for designing and implementing memorable social marketing campaigns. Bestselling authors Nancy R. Lee and Philip Kotler present a proven 10 Step Strategic Social Marketing Planning Model and guides students and practitioners through each stage of the process. The new Sixth Edition is packed with more than 25 new cases and dozens of new examples related to today's most pressing social problems including the opioid epidemic, climate change, youth suicide, and more. The new edition also includes significantly expanded coverage of social media. Whether your students are on a mission to improve public health, protect the environment, or galvanize their community, they will find Social Marketing an invaluable resource.