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Social Marketing

Autor Julie Colehour, Nancy R. Lee, Philip Kotler
en Limba Engleză Paperback – 16 iun 2023
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.
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Specificații

ISBN-13: 9781071851647
ISBN-10: 1071851640
Pagini: 576
Dimensiuni: 188 x 232 x 35 mm
Greutate: 0.8 kg
Ediția:7 Revised edition
Editura: Sage Publications, Inc

Cuprins

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