Social marketing : improving the quality of life / Philip Kotler, Ned Roberto, Nancy Lee.
| Author/creator | Kotler, Philip |
| Other author | Roberto, Ned. |
| Other author | Lee, Nancy, 1932- |
| Format | Book |
| Edition | 2nd ed. |
| Publication Info | Thousand Oaks, CA : Sage Publications, ©2002. |
| Description | xvi, 438 pages : illustrations ; 24 cm |
| Subjects |
| Contents | Understanding social marketing. Defining social marketing. Outlining the strategic marketing planning process. Discovering keys to success -- Analyzing the social marketing environment. Determining research needs and resources. Mapping the internal and external environments -- Establishing target audiences, objectives, and goals. Selecting target markets. Setting objectives and goals. Deepening our understanding of the target audience and the competition -- Developing social marketing strategies. Product: designing the market offering. Price: managing costs of behavior change. Place: making access convenient. Promotion: creating messages. Promotion: selecting media channels -- Managing social marketing programs. Developing a plan for evaluation and monitoring. Establishing budgets and finding funding sources. Completing an implementation plan and sustaining behavior. Making ethical decisions. |
| Bibliography note | Includes bibliographical references and indexes. |
| LCCN | 2001007178 |
| ISBN | 0761924345 : |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Joyner | General Stacks | HF5414 .K87S 2002 | ✔ Available | Place Hold |