Social Marketing
Behavior Change for Good
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67 311 Ft
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Estimated delivery time: In stock at the publisher, but not at Prospero's office. Delivery time approx. 3-5 weeks.
Not in stock at Prospero.
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Product details:
- Edition number Seventh Edition, Revised
- Publisher SAGE Publications, Inc
- Date of Publication 16 June 2023
- ISBN 9781071851647
- Binding Paperback
- No. of pages576 pages
- Size 231x187 mm
- Language English 512
Categories
Short description:
Social Marketing: Behavior Change for Good, 7th Edition is the definitive guide for designing and implementing memorable social marketing campaigns. Authors Nancy R. Lee, Philip Kotler, and Julie Colehour present a proven 10-step strategic marketing plan and guides students through each stage of the process.
MoreLong description:
Successful social marketing holds the power to change the world. Social Marketing: Behavior Change for Good, 7th Edition is the definitive guide for designing and implementing memorable social marketing campaigns. Authors Nancy R. Lee, Philip Kotler, and Julie Colehour present a proven 10-step strategic marketing plan and guides students through each stage of the process. The 7th Edition is packed with 12 new cases and dozens of new examples related to today's most pressing social problems including the COVID-19 pandemic, natural disasters, equity and inclusion, and homelessness. The new edition also includes significantly expanded coverage of social media. Whether your students are on a mission to improve public health, protect the environment, or galvanize their community, they will find Social Marketing an invaluable resource.
MoreTable of Contents:
Foreword
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
Social Marketing: Behavior Change for Good
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