TY  - BOOK
AU  - Kotler,Philip
AU  - Lee,Nancy
TI  - Social marketing: influencing behaviors for good 
SN  - 9781412956475 (pbk. : alk. paper)
U1  - 658.8 KOT 22
PY  - 2008///
CY  - Los Angeles
PB  - Sage Publications
KW  - Social marketing
KW  - Behavior modification
N1  - Includes bibliographical references (p. 403-427) and indexes; pt. 1. Understanding social marketing -- Defining social marketing -- Steps in the strategic marketing planning process -- Discovering keys to success -- pt. 2. Analyzing the social marketing environment -- Determining research needs and options -- Mapping the internal and external environments -- pt. 3. Establishing target audiences, objectives, and goals -- Selecting target markets -- Setting objectives and goals -- Deepening your understanding of the target market and the competition -- pt. 4. 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 -- pt. 5. Managing social marketing programs -- Developing a plan for monitoring and evaluation -- Establishing budgets and finding funding -- Creating an implementation plan and sustaining behavior
UR  - http://www.loc.gov/catdir/enhancements/fy0828/2007039239-b.html
UR  - http://www.loc.gov/catdir/enhancements/fy0828/2007039239-d.html
UR  - http://www.loc.gov/catdir/enhancements/fy0828/2007039239-t.html
ER  -