Social marketing : behavior change for social good /: behavior change for social good. (2019)

• Record Type: Book
• Further Information: Note: Nancy R. Lee, University of Washington and Social Marketing Services, Inc., Philip Kotler, Kellogg School of Management, Northwestern University.
• Authors: Lee, Nancy, 1945-; Kotler, Philip
• Contents: 1. Defining and Distinguishing Social Marketing; Marketing Highlight: Reducing Deaths from Drug Overdoses; What is Social Marketing?; Where Did the Concept Originate?; How Does it Differ from Commercial Marketing?; How Does it Differ from Other Disciplines?; What Is Its Value Proposition?; Who Does Social Marketing?; What Social Issues Can Benefit?; Other Ways to Impact Social Issues; Social Marketing Upstream and Midstream; Chapter Summary; 2. 10 Step Strategic Planning Model; Marketing Highlight: WaterSense—An EPA Partnership Program; Marketing Planning: Process and Influences; A 10 Step Plan; Why is Systematic Planning Important?; What Are Similar Planning Models?; Where Does Research Fit In?; Chapter Summary; Marketing Dialogue: The 4Ps: Aren’t There More?; 3. Research Options; Marketing Highlight: Increasing Utilization of Sexual and Reproductive Services among Young Girls in Uganda; Major Research Terminology; Steps in Developing a Research Plan; Research “That Won’t Break the Bank”; Chapter Summary; 4. Behavior Change Theories, Models, Frameworks; Marketing Highlight: Increasing Behavior Change Rates Using Triggers; Informing Audience Segmentation and Selection; Informing Behavior Selection and Goals; Deepening Understanding of Audience Barriers, Benefits, Motivators, Competition, Influential Others; Inspiring Development of Marketing Intervention Mix Strategies; Themes from All; Chapter Summary; Research Highlight: Reducing Obesity in Indonesia; 5. Steps 1 & 2 Social Issue, Purpose, Focus, Situation Analysis; Marketing Highlight: Reducing Global Communicable Disease: Zika in Puerto Rico; Step 1: Describe Social Issue, Background, Purpose, Focus; Step 2: Conduct Situation Analysis, Review Prior Efforts; Exploratory Research in Steps 1 and 2; Ethical Considerations When Choosing Focus; Chapter Summary; Research Highlight: Increasing Healthy Food Choices in Military Dining Halls Observation Research; 6. Step 3: Selecting Priority Audiences; Marketing Highlight: Influencing Local TV Weathercasters; Step 3: Select Priority Audiences; Steps in Selecting Priority Audiences; Variables Used to Segment Markets; Criteria for Evaluating Segments; How Priority Audiences are Selected; What Approaches Should Be Chosen?; Ethical Considerations Selecting Priority Audiences; Chapter Summary; Research Highlight: Decreasing Underage Drinking: Mystery Shoppers to Evaluate Interventions; 7. Behavior Objectives and Target Goals; Marketing Highlight: Decreasing “Boating Under the Influence (BUIs)”; Step 4: Set Behavior Objectives and Goals; Behavior Objectives; Knowledge and Belief Objectives; Target Goals; Objectives and Goals are Drafts; Objectives and Goals Used for Campaign Evaluation; Ethical Considerations Setting Objectives and Goals; Chapter Summary; 8. Step 5: Audience Insights; Marketing Highlight: Reducing Food Waste in Australia; Step 5: Identify Audience Insights; What You Need to Know about Priority Audience; How to Learn More about Priority Audience; How Insights Help Develop Strategy; Potential Revisions; Ethical Considerations When Researching Priority Audience; Chapter Summary; Research Highlight: Reducing Cardiac Death Risks among Firefighters; 9. Crafting a Desired Positioning; Marketing Highlight: Increasing Engagement of Fathers; Positioning Defined; Step 6: Develop Positioning Statement; Behavior-Focused Positioning; Barriers-Focused Positioning; Benefits-Focused Positioning; Competition-Focused Positioning; Repositioning; How Positioning Relates to Branding; Ethical Considerations Developing Positioning Statement; Chapter Summary; Research Highlight: Addressing the Opioid Crisis; 10. Product: Creating a Product Platform; Marketing Highlight: Increasing Pet Adoption; Product: The First “P”; Step 7: Develop Product Platform; Design Thinking; Branding; Ethical Considerations for Product Platform; Chapter Summary; Research Highlight: Reducing Anemia in Cambodia; 11. Price: Determining Incentives and Disincentives; Marketing Highlight: Decreasing Dog Attacks in Australia; Price: The Second “P”; Step 7: Determine Incentives and Disincentives; More on Commitments and Pledges; Setting Prices: Tangible Goods and Services; Ethical Considerations for Pricing Strategies; Chapter Summary; Research Highlight: Increasing the Habit of Handwashing in India; 12. Place: Making Access Convenient and Pleasant; Marketing Highlight: Four Innovative Uses of Place Tool; Place: The Third “P”; Step 7: Develop Place Strategy; Social Franchising; Ethical Considerations When Selecting Distribution Channels; Chapter Summary; Research Highlight: Reducing Opioid Overdose Deaths; 13. Promotion: Deciding on Messages, Messengers, and Creative Strategies; Marketing Highlight: Increasing Gun Control Legislation; Promotion: The Fourth “P”; Step 7: Develop Promotion Strategy; A Word about Creative Briefs; Message Strategy; Messenger Strategy; Creative Strategy; Pretesting; Ethical Considerations: Messages, Messengers, Creative Strategies; Chapter Summary; Research Highlight: Testing HPV-Related Messages with Pediatricians; 14. Promotion: Selecting Communication Channels; Marketing Highlight: Preventable Injuries in Canada; Promotion: Selecting Communication Channels; Traditional Communication Channels; The New Communication Channels; Product Integration; Factors Guiding Communication Channel Decisions; Ethical Considerations When Selecting Communication Channels; Chapter Summary; Research Highlight: Using Social Media to Decrease Adolescent Substance Abuse; 15. Monitoring and Evaluation; Marketing Highlight: Truth Initiative; Step 8: Develop a Plan for 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 Summary; Research Highlight: InMotion: Every Trip Counts; 16. Budget and Funding Plans; Marketing Highlight: Increasing Funding through Corporate Social Marketing; Step 9: Budgets and Funding Sources; Determining Budgets; Justifying the Budget; Finding Sources for Additional Funding; Appealing to Funders; Revising Your Plan; Ethical Considerations when Establishing Funding; Chapter Summary; Research Highlight: Informing Budget and Funding with Literature Review; 17. Implementation and Sustaining Behaviors Plans; Marketing Highlight: How Can Social Marketing Reduce Homelessness?; Step 10: Complete an Implementation Plan; Phasing; Sustainability; Anticipating Forces against Change; Sharing and Selling Your Plan; Ethical Considerations Implementing Plans; Chapter Summary; Research Highlight: Increasing High School Graduation Rates from 55% to 86%;
• Edition: Sixth Edition
• Publisher Details: Thousand Oaks : SAGE Publications, Inc
• Publication Date: 2019
• Extent: 1 online resource (592 pages)
• Subjects: 658.8; Social marketing; Behavior modification
• Languages: English
• ISBNs: 9781544351506
• Related ISBNs: 154435150X
• 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.