000 03407nam a2200361Ia 4500
001 2932
008 230305s2019 xx 000 0 und d
020 _a9781544371863
043 _aen_UK
041 _aeng
245 0 _aSocial marketing (International Student Edition)
250 _aSixth edition; International student edition
260 _aLos Angeles ; London ; New Delhi ; Singapore ; Washington DC ; Melbourne
_bSAGE,
_c2019
300 _axxiii, 486 p.
_bill.
_c24 cm.
500 _abehavior change for social good
505 _aIncludes bibliographical references, index and case studies.
_r--
_rPART I. UNDERSTANDING SOCIAL MARKETING--
_rCHAPTER 1. Defining and Distinguishing Social Marketing--
_rCHAPTER 2. 10-Step Strategic Planning Model--
_rCHAPTER 3. Research Options--
_rCHAPTER 4. Behavior Change Theories, Models, and Frameworks--
_r--
_rPART II. DETERMINING PLAN PURPOSE, FOCUS, AUDIENCE, BEHAVIORS, INSIGHTS--
_rCHAPTER 5. Steps 1 & 2: Social Issue, Purpose, Focus, Situation Analysis--
_rCHAPTER 6. Step 3: Selecting Priority Audiences--
_rCHAPTER 7. Step 4: Behavior Objectives and Target Goals--
_rCHAPTER 8. Step 5: Audience Insights--
_r--
_rPART III. DEVELOPING MARKETING INTERVENTION STRATEGIES--
_rCHAPTER 9. Step 6: Crafting a Desired Positioning--
_rCHAPTER 10. Step 7: Product: Creating a Product Platform--
_rCHAPTER 11. Step 7: Price: Determining Incentives and Disincentives--
_rCHAPTER 12. Step 7: Place: Making Access Convenient and Pleasant--
_rCHAPTER 13. Step 7: Promotion: Deciding on Messages, Messengers, and Creative Strategies--
_rCHAPTER 14. Step 7: Promotion: Selecting Communication Channels--
_r--
_rPART IV. MANAGING SOCIAL MARKETING PROGRAMS--
_rCHAPTER 15. Step 8: Monitoring and Evaluation--
_rCHAPTER 16. Step 9: Budget and Funding Plans--
_rCHAPTER 17. Step 10: Implementation and Sustaining Behaviors Plans--
520 _aFor 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.
590 _bPreview available on Google Books. ; Support resources available on publisher's website.
630 _aHF COMMERCE
_914
650 0 _aBranding (Marketing)
_xSocial aspects
_98758
650 _aBehavior modification
_99557
700 _aLee, Nancy R.
_eAuthor
700 _aKotler, Philip
_eAuthor
_91123
856 _uhttps://books.google.es/books?id=2T9_DwAAQBAJ&lpg=PP1&hl=es&pg=PP1#v=onepage&q&f=false
856 _uhttps://us.sagepub.com/en-us/nam/social-marketing/book260584#resources
902 _a695
905 _am
911 _ahttps://biblioteca.tbs-education.es/portadas/9781544371863.jpg
912 _a2019-01-01
942 _a1
953 _d2021-02-19 16:02:32
999 _c2792
_d2792