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Social Marketing: Behavior Change for Social Good

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en Limba Engleză Paperback – 18 Feb 2019
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Bestselling authors Nancy R. Lee and Philip Kotler guide students and practitioners through each stage of the social marketing campaign process with their 10 Step Strategic Social Marketing Planning Model. The sixth edition includes expanded coverage of social media, 27 new case studies and dozens of new examples related to today’s most pressing social problems, including climate change, youth suicide, the opioid epidemic and more.
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Specificații

ISBN-13: 9781544351490
ISBN-10: 1544351496
Pagini: 624
Dimensiuni: 189 x 234 x 25 mm
Greutate: 0.93 kg
Ediția: 00006
Editura: SAGE PUBN

Recenzii

“This practical, step-by-step book will give your students the skills they need to walk out of the classroom and start making a difference in their own communities by developing well-researched and theoretically grounded campaigns.” 
“It is the seminal textbook for social marketing.” 
“The ‘go to’ book for developing social change programs” 
Social Marketing: Behavior Change for Social Good effectively balances social marketing theory with practical application strategies. I recommend this textbook for social or nonprofit marketing courses.” 
“This book is THE comprehensive authority on social marketing by two highly respected key scholars in the field. Your students will find this pragmatic textbook engaging and easy to read. The level of detail and planning exercises will give your students the skills they need to conduct social marketing projects of their own.”
“This is the quintessential textbook for social marketing. The book is reader friendly with excellent examples from the field!”
“Lee’s and Kotler’s social marketing textbook is your number one resource on learning how to become a social marketer. Its process model and tools are the quintessential for developing effective social marketing programs.”

Cuprins

Foreword
Acknowledgments
About the Authors
PART I. UNDERSTANDING SOCIAL MARKETING
CHAPTER 1. Defining and Distinguishing Social Marketing
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
CHAPTER 2. 10-Step Strategic Planning Model
Marketing Planning: Process and Influences
A 10-Step Planning Model
Why Is Systematic Planning Important?
What Are Similar Planning Models?
Where Does Research Fit In?
Chapter Summary
CHAPTER 3. Research Options
Major Research Terminology
Steps in Developing a Research Plan
Research That Won’t “Break the Bank”
Chapter Summary
CHAPTER 4. Behavior Change Theories, Models, and Frameworks
Informing Audience Segmentation and Selection
Informing Behavior Selection and Goals
Deepening Your Understanding of Audience Barriers, Benefits, Motivators, the Competition, and Influential Others
Inspiring Development of Marketing Intervention Mix Strategies
Themes from All
Chapter Summary
PART II. DETERMINING PLAN PURPOSE, FOCUS, AUDIENCE, BEHAVIORS, INSIGHTS
CHAPTER 5. Steps 1 & 2: Social Issue, Purpose, Focus, Situation Analysis
Step 1: Describe Social Issue, Background, Purpose, and Focus
Step 2: Conduct Situation Analysis, Review Prior Efforts
The Role of Exploratory Research When Choosing Focus
Ethical Considerations When Choosing Focus
Chapter Summary
CHAPTER 6. Step 3: Selecting Priority Audiences
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 Approach Should Be Chosen?
Ethical Considerations When Selecting Priority Audiences
Chapter Summary
CHAPTER 7. Step 4: Behavior Objectives and Target Goals
Step 4: Set Behavior Objectives and Goals
Behavior Objectives
Knowledge and Belief Objectives
Target Goals
Objectives and Goals are Drafts
Objectives and Target Goals Used for Campaign Evaluation
Ethical Considerations Setting Objectives and Goals
Chapter Summary
CHAPTER 8. Step 5: Audience Insights
Step 5: Identify Audience Insights
What You Need to Know About Your Priority Audience
How to Learn More About Priority Audience
How Insights Help Develop Strategy
Potential Revisions
Ethical Considerations When Researching Priority Audience
Chapter Summary
PART III. DEVELOPING MARKETING INTERVENTION STRATEGIES
CHAPTER 9. Step 6: Crafting a Desired Positioning
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 for Developing a Positioning Statement
Chapter Summary
CHAPTER 10. Step 7: Product: Creating a Product Platform
Product: The First “P”
Step 7: Develop the Social Marketing Product Platform
Design Thinking
Branding
Ethical Considerations for Product Platform
Chapter Summary
CHAPTER 11. Step 7: Price: Determining Incentives and Disincentives
Price: The Second “P”
Step 7: Determine Incentives and Disincentives
More on Commitments and Pledges
Setting Prices for Tangible Goods and Services
Ethical Considerations for Pricing Strategies
Chapter Summary
CHAPTER 12. Step 7: Place: Making Access Convenient and Pleasant
Place: The Third “P”
Step 7: Develop Place Strategy
Social Franchising
Managing Distribution Channels
Ethical Considerations When Selecting Distribution Channels
Chapter Summary
CHAPTER 13. Step 7: Promotion: Deciding on Messages, Messengers, and Creative Strategies
Promotion: The Fourth “P”
Step 7: Develop a Promotion Strategy
A Word About Creative Briefs
Message Strategy
Messenger Strategy
Creative Strategy
Pretesting
Ethical Considerations: Messages, Messengers, and Creative Strategies
Chapter Summary
CHAPTER 14. Step 7: Promotion: Selecting Communication Channels
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
PART IV. MANAGING SOCIAL MARKETING PROGRAMS
CHAPTER 15. Step 8: Monitoring and Evaluation
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
CHAPTER 16. Step 9: Budget and Funding Plans
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
CHAPTER 17. Step 10: Implementation and Sustaining Behaviors Plans
Step 10: Complete an Implementation Plan
Phasing
Sustainability
Anticipating Forces Against Change
Sharing and Selling Your Plan
Ethical Considerations When Implementing Plans
Chapter Summary
Epilogue
Appendix A: Social Marketing Planning Worksheets
Appendix B: Sample Social Marketing Plans
Appendix C: Additional Planning Models
Appendix D: Social Marketing Resources
Appendix E: History Annex
Appendix F: Courses
Appendix G: International Social Marketing Association’s
Academic Competencies
References
Index