Social marketing: behavior change for good

By:

Lee, Nancy R

Contributor(s):

Material type: Text

TextPublication details: SAGE Publications, Inc. California 2024Edition: 7thDescription: xxiv, 545 pISBN:

9781071851647

Subject(s):

Behavior modification

DDC classification:

658.872 LEE

Summary: 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. (https://us.sagepub.com/hi/nam/social-marketing/book275147)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.872 LEE (Browse shelf(Opens below))	1	Available		005296

Table 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

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.

(https://us.sagepub.com/hi/nam/social-marketing/book275147)

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