Social marketing : changing behaviors for good.: changing behaviors for good. (2015)

• Record Type: Book
• Authors: Lee, Nancy R; Kotler, Philip
• Contents: Part 1: Understanding Social Marketing; Chapter 1: Defining And Distinguishing Social Marketing; Marketing Highlight: Ending Polio in India; What is Social Marketing?; Where Did the Concept Originate?; How Does Social Marketing Differ From Commercial Marketing?; How Does Social Marketing Differ From Other Related Disciplines, Behavior Change Theories and Models, and Promotional Tactics?; What Is Social Marketing’s Unique Value Proposition?; Who Does Social Marketing?; What Social Issues Can Benefit From Social Marketing?; What Are Other Ways to Impact Social Issues?; What Is the Social Marketer’s Role in Influencing Upstream Factors and Midstream Audiences?; When Is Social Marketing “Social Marketing”? When Is It Something Else?; Chapter 2: 10 Steps In The Strategic Marketing Planning Process; Marketing Highlight: Water Sense; Marketing Planning: Process and Influences; 10 Steps to Developing a Social Marketing Plan; Why Is a Systematic, Sequential Planning Process Important?; Where Does Marketing Research Fit in the Planning Process?; Marketing Dialogue; Part 2: Analyzing The Social Marketing Environment; Chapter 3: Determining Research Needs And Options; Marketing Highlight: Decreasing Use of Mobile Phones While Driving; Major Research Terminology; Steps In Developing a Research Plan; Research “That Won’t Break the Bank”; Chapter 4: Choosing A Social Issue, Purpose And Focus For Your Plan And Conducting A Situation Analysis; Marketing Highlight: Every Child By Two; Step 1: Describe the Social Issue, Background, Purpose, and Focus of Your Plan, and Step 2: Conduct a Situation Analysis (SWOT); Ethical Considerations When Choosing a Focus for Your Plan; Part 3: Selecting Target Audiences, Objectives, and Goal; Chapter 5: Segmenting, Evaluating, And Selecting Target Audiences; Marketing Highlight: Increasing Alternative Transportation by Targeting a Group Open to Change; Step 3: Select Target Audiences; Steps Involved in Selecting Target Audiences; Variables Used to Segment Markets; Criteria for Evaluating Segments; How Target Audiences Are Selected; What Approach Should Be Chosen?; Ethical Considerations When Selecting Target Audiences; Chapter 6: Setting Behavior Objectives And Target Goals; Marketing Highlight: Reducing Deaths at Railroad Crossings in India; Step 4: Set Behavior Objectives and Target Goals; Behavior Objectives; Knowledge and Belief Objectives; Target Goals; Objectives and Target Goals Are Only a Draft at This Step; Objectives and Target Goals Will Be Used for Campaign Evaluation; Ethical Considerations When Setting Objectives and Target Goals; Chapter 7: Identifying Barriers, Benefits, Motivators, The Competition, And Influential Others; Marketing Highlight: Reducing Litter in Texas: Don’t mess with Texas®’s New “CANpaign”; Step 5: Identify Target Audience Barriers, Benefits, Motivators, the Competition, and Influential Others; What More Do You Need to Know About the Target Audience?; How Do You Learn More From and About the Target Audience?; How Will This Help Develop Your Strategy?; Potential Revision of Target Audiences, Objectives, and Goals; Ethical Considerations When Researching Your Target Audience; Chapter 8: Tapping Behavior Change Theories, Models, And Frameworks; Marketing Highlight: Preventing Domestic Violence Among Women in West Africa A Social Norms Approach; Informing Audience Segmentation and Selection; Informing Behavior Selection and Goals; Deepening Understanding of Audience Barriers, Benefits, Motivators, The Competition and Influential Others; Inspiring Development of Social Marketing Mix Strategies; Part 4: Developing Social Marketing Strategies; Chapter 9: Crafting A Desired Positioning; Marketing Highlight: truth; Positioning Defined; Behavior-Focused Positioning; Barriers-Focused Positioning; Benefits-Focused Positioning; Competition-Focused Positioning; Repositioning; How Positioning Relates To Branding; Ethical Considerations When Developing a Positioning Statement; Chapter 10: Product: Creating A Product Platform; Marketing Highlight: Increasing Pet Adoption with Meet Your Match; Product: The First “P”; Step 7: Develop the Social Marketing Product Platform; Design Thinking; Branding; Ethical Considerations Related to Creating a Product Platform; Chapter 11: Price: Determining Monetary And Nonmonetary Incentives And Disincentives; Marketing Highlight: Reducing Tobacco Use through Commitment Contracts; Step 7: Determine Monetary and Nonmonetary Incentives and Disincentives; More On Commitments and Pledges; Setting Prices for Tangible Goods and Services; Ethical Considerations Related to Pricing Strategies; Chapter 12: Place: Making Access Convenient And Pleasant; Marketing Highlight: Books: The Ultimate Toy for Toddlers & Lucie and André Chagnon Foundation; Place: The Third “P”; Step 7: Develop the Place Strategy; Social Franchising; Ethical Considerations When Selecting Distribution Channels; Chapter 13: Promotion: Deciding On Messages, Messengers, And Creative Strategies; Marketing Highlight: Seafood Watch®: Influencing Sustainable Seafood Choices; Promotion: The Fourth “P”; A Word About the Creative Brief; Message Strategy; Messenger Strategy; Creative Strategy; Pretesting; Ethical Considerations When Deciding on Messages, Messengers, and Creative Strategies; Chapter 14: Promotion: Selecting Communication Channels; Marketing Highlight: Increasing Blood Donations in Australia Using Social Media and More; Promotion: Selecting Communication Channels; Traditional Media Channels; Nontraditional and New Media Channels; Factors Guiding Communication Channel Decisions; Ethical Considerations When Selecting Communication Channels; Part 5: Managing Social Marketing Programs; Chapter 15: Developing A Plan For Monitoring And Evaluation; Marketing Highlight: ParticipACTION; Step 8: Develop a Plan for Monitoring and Evaluation; Why Are You Conducting This Measurement?; What Will You Measure?; How Will You Measure?; When Will You Measure?; How Much Will It Cost?; Ethical Considerations in Evaluation Planning; Chapter 16: Establishing Budgets And Finding Funding; Marketing Highlight: Increasing Funding through Corporate Social Marketing; Step 9: Establish Budgets and Finding Funding Sources; Determining Budgets; Justifying The Budget; Finding Sources for Additional Funding; Appealing to Funders; Revising Your Plan; Ethical Considerations When Establishing Funding; Chapter 17: Creating An Implementation Plan And Sustaining Behavior; Marketing Highlight: Improving Water Quality and Protecting Fish and Wildlife Habitats In Puget Sound and Chesapeake Bay; Step 10: Complete an Implementation Plan; Phasing; Sustainability; Anticipating Forces Against Change; Sharing and Selling Your Plan; Ethical Considerations When Implementing Plans;
• Edition: 5th edition
• Publisher Details: Los Angeles : SAGE
• Publication Date: 2015
• Extent: 1 online resource
• Subjects: 658.8; Social marketing; Behavior modification
• Languages: English
• ISBNs: 9781483308364
• Related ISBNs: 9781452292144
• Notes: Note: Includes bibliographical references and index.; Note: Description based on CIP data; item not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.