Social marketing : behavior change for social good.: behavior change for social good. (2023)

• Record Type: Book
• Authors: Lee, Nancy R; Kotler, Philip; Colehour, Julie
• Other Names: Lee, Nancy R
• Contents: Part I • Understanding Social Marketing; CHAPTER 1 • Defining and Distinguishing Social Marketing; CHAPTER 2 • 10-Step Strategic Planning Model; CHAPTER 3 • Research Options; CHAPTER 4 • Behavior Change Theories, Models, and Frameworks; Part II • Determining Plan Purpose, Focus, Audience, Behaviors, Insights; CHAPTER 5 • Steps 1 & 2: Social Issue, DEI Considerations, Purpose, Focus, Situation Analysis; CHAPTER 6 • Step 3: Selecting Priority Audiences; CHAPTER 7 • Step 4: Behavior Objectives and Target Goals; CHAPTER 8 • Step 5: Audience Insights; Part III • Developing Marketing Intervention Strategies; CHAPTER 9 • Step 6: Crafting a Desired Positioning; CHAPTER 10 • Step 7.1: Product: Creating a Product Platform; CHAPTER 11 • Step 7.2: Price: Determining Incentives and Disincentives; CHAPTER 12 • Step 7.3: Place: Making Access Convenient and Pleasant; CHAPTER 13 • Step 7.4: Promotion: Deciding on Messages, Messengers, Creative Strategies, and Communication Channels; Part IV • Managing Social Marketing Programs; CHAPTER 14 • Step 8: Monitoring and Evaluation; CHAPTER 15 • Step 9: Budget and Funding Plans; CHAPTER 16 • Step 10: Implementation and Sustaining Behaviors Plans; Epilogue; Appendix; References; Index
• Edition: Seventh edition
• Publisher Details: Los Angeles : SAGE
• Publication Date: 2023
• Extent: 1 online resource (576 pages), illustrations (black and white, and colour)
• Subjects: 658.8; Social marketing; Behavior modification
• Languages: English
• ISBNs: 9781071851623; 9781071851630
• Related ISBNs: 9781071851647
• Notes: Note: Includes bibliographical references and index.; Note: Description based on CIP data; resource 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.