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Social marketing

Author: Philip Kotler; Eduardo L Roberto; Nancy Lee
Publisher: London : SAGE, 2002.
Edition/Format:   Print book : English : 2nd edView all editions and formats

A guide for planning and implementing social and behavioural campaigns in the health and social sectors. Offering the various coverage in the field, it shows how organizations devoted to social  Read more...


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Document Type: Book
All Authors / Contributors: Philip Kotler; Eduardo L Roberto; Nancy Lee
ISBN: 0761924345 9780761924340
OCLC Number: 49044132
Notes: Previous edition: London: Free Press, 1989.
Description: 520 pages
Contents: Foreword - Alan R. AndreasonPrefaceAcknowledgmentsPART I: UNDERSTANDING SOCIAL MARKETINGChapter 1. Defining Social Marketing The 21st Century What Is Social Marketing? Where Did the Concept Originate? How Does Social Marketing Differ From Commercial Sector Marketing? When is Social Marketing Used, and for What Purpose? What Social Issues Can Benefit From Social Marketing? What Are Other Ways to Influence Public Behavior? How Does Social Marketing Relate to Other Approaches?Chapter 2. Outlining the Strategic Planning Process Marketing Highlight: Lowering Blood Pressure What Are the Steps in the Social Marketing Planning Process? Why Is a Systematic Planning Process Important? Where Does Marketing Research Fit Into the Planning Process?Chapter 3. Discovering Keys to Success Marketing Highlight: Tobacco Prevention What Is a Successful Campaign? What Are the Key Elements of Successful Campaigns Beyond SuccessPART II: ANALYZING THE SOCIAL MARKETING ENVIRONMENTChapter 4. Determining Research Needs and Resources Marketing Highlight: Blood Donation When Is Research Used in the Planning Process? What Major Types of Research Are Used? What Steps Are Included in Designing a Research Project? Research Highlight: Quantitative and Qualitative Research for Breast Cancer ScreeningChapter 5. Mapping the Internal and External Environment Marketing Highlight: Tobacco Industry Response Choose a Campaign Focus Identify a Campaign Purpose Conduct a SWOT Analysis Research Highlight: Personal Interviews for Caring Adult Relationships With Youth Marketing DialoguePART III: ESTABLISHING TARGET AUDIENCES, OBJECTIVES, GOALSChapter 6. Selecting Target Audiences Marketing Highlight: Physical Activity What Steps Are Involved in Target Marketing? What Variables Are Used to Segment Markets? What Criteria Are Used for Evaluating Segments? How Are Target Markets Selected? What Approach Should Be Chosen? Research Highlight: Self-Administered Survey for Psychographic SegmentationChapter 7. Setting Objectives and Goals Marketing Highlight: Water Conservation Behavior Objectives Knowledge and Belief Objectives The Nature of Social Marketing Goals Goals And Objectives at the Draft Stage The Role of Objectives and Goals in Campaign Evaluation Research Highlight: Secondary Data for Program Goal SettingChapter 8. Deepening Our Understanding of Target Audiences and the Competition Marketing Highlight: Drinking and Driving What More Do We Need to Know About Our Target Audience? What Models Might Be Used to Explore Our Audience Perspectives Further? Who Is the Competition in a Social Marketing Environment? What Are Four Key Tactics to Create Competitive Advantages? Why Is it Necessary to Review and Potentially Revise Target Markets, Objectives, and Goals After This Step? Research Highlight: Formative and Evaluation Research for Worksite Nutrition and Physical Activity ProgramsPART IV: DEVELOPING SOCIAL MARKETING STRATEGIESChapter 9. Product: Designing the Market Offering Marketing Highlight: Women & Infant Children Programs (WIC) What Is the Product in a Social Marketing Effort? What Are Three Levels of the Product? What Decisions Will Need to Be Made at Each Level? How Are These Decisions Made and How Do They Effect the Product's Positioning? Research Highlight: Focus Groups for Increased Condom UseChapter 10. Price: Managing Costs of Behavior Change Marketing Highlight: Litter Prevention What Is the Price of a Social Marketing Product? What Are Major Categories and Types of Costs? What Are Major Strategies for Managing Costs? What Pricing Relating Tactics Are Used to Manage Costs and Balance the Scale? Considerations When Setting Prices for Tangible Objects and Services Research Highlight: Informal Interviews for Teen Sexual AbstinenceChapter 11. Place: Making the Social Marketing Product Available Marketing Highlight: Safe Gun Storage What Is Place in a Social Marketing Environment? What Is the Objective When Developing a Place Strategy? How Do We Make Access to the Social Marketing Product More Convenient? What Are Guidelines for Managing More Formal Distribution Channels? Research Highlight: Observation Research for Needle Exchange ProgramsChapter 12. Promotion: Creating Messages Marketing Highlight: Sexual Assault Prevention Message Strategy: What Do We Want to Say? Message Execution Strategy: How Do We Want to Say It? Principles and Theories for Decision Making: Designing Messages and Choosing an Executional Strategy Pretesting Research Highlight: Telephone Survey for Prevention of Sudden Infant Death Syndrome (SIDS)Chapter 13. Promotion: Choosing Communications Channels Marketing Highlight: AIDS Prevention What Are Major Media Channels to Consider? Choosing Specific Media Vehicles What Timing Decisions Need to Be Made? What Factors Influence Media Strategies? What Principles Can Guide Decision Making? Research Highlight: Clinical Trial for Skin Cancer DetectionPART V: MANAGING SOCIAL MARKETING PROGRAMSChapter 14. Developing an A Plan for Evaluation and Monitoring Marketing Highlight: Teen Nutrition What Will Be Measured? How Will It Be Measured? When Will It Be Measured? Additional Considerations and Concerns Research Highlight: Evaluation Planning for Teen Nutrition ProgramChapter 15. Establishing Budgets and Finding Funding Sources Marketing Highlight: Suicide Prevention Determining Budgets Finding Funding Sources Appealing to Funders Implications to the Draft Plan Research Highlight: Baseline and Tracking Survey for Drowning PreventionChapter 16. Completing an Implementation Plan and Sustaining Behavior Marketing Highlight: Water Quality Implementation Plans SustainabilityChapter 17. Making Ethical Decisions Marketing Highlight: Animal Rights Ethical Considerations: At Every Decision Point American Marketing Association Code of EthicsAPPENDIXCreditsName IndexSubject IndexAbout the Authors
Responsibility: Philip Kotler, Eduardo L. Roberto and Nancy Lee.


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Social Marketing: Improving the Quality of Life, is the indispensable companion for leaders in all three sectors who recognize that social marketing is a leadership imperative. Philip Kotler's great Read more...

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