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Social marketing : = behavior change...

Lee, Nancy R.

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Social marketing : = behavior change for social good /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Social marketing :/ Nancy R.Lee, Philip Kotler.
其他題名:	behavior change for social good /
作者:	Lee, Nancy R.
其他作者:	Kotler, Philip.
出版者:	Thousand Oaks, CA :SAGE Publications Inc., : c2020.,
面頁冊數:	xxiii, 486 p., [109] p. :ill. ;23 cm.
內容註:	Part 1. Understanding social marketing -- Defining and distinguishing social marketing -- 10 Step strategic planning model -- Research options -- Behavior change theories, models, frameworks -- Part II. Determining plan purpose, focus, audience,behaviors, insights -- Social issue, purpose, focus, situation analysis -- Selecting priority audiences -- behavior objectives and target goals -- Audience insights -- Part III. Developing marketing intervention strategies -- Crafting a desired positioning -- Product: creating a product platform -- Price: determining incentives and disincentives -- Place: making access convenient and pleasant -- Promotion: deciding on messages, messengers, and creative strategies -- Promotion: selecting communication channels -- Part IV. Managing social marketing programs -- Monitoring and evaluation -- Budget and funding plans-- Implementation and sustaining behaviors plans.
標題:	Behavior modification. -
ISBN:	9781544371863

Social marketing : = behavior change for social good /
Lee, Nancy R.

Social marketing :behavior change for social good /Nancy R.Lee, Philip Kotler. - 6th ed. International student ed. - Thousand Oaks, CA :SAGE Publications Inc.,c2020. - xxiii, 486 p., [109] p. :ill. ;23 cm.

Includes bibliographical references and index.

Part 1. Understanding social marketing -- Defining and distinguishing social marketing -- 10 Step strategic planning model -- Research options -- Behavior change theories, models, frameworks -- Part II. Determining plan purpose, focus, audience,behaviors, insights -- Social issue, purpose, focus, situation analysis -- Selecting priority audiences -- behavior objectives and target goals -- Audience insights -- Part III. Developing marketing intervention strategies -- Crafting a desired positioning -- Product: creating a product platform -- Price: determining incentives and disincentives -- Place: making access convenient and pleasant -- Promotion: deciding on messages, messengers, and creative strategies -- Promotion: selecting communication channels -- Part IV. Managing social marketing programs -- Monitoring and evaluation -- Budget and funding plans-- Implementation and sustaining behaviors plans.

ISBN: 9781544371863GBP75Subjects--Topical Terms:

519138
Behavior modification.

LC Class. No.: HF5414 / .K67 2020

Dewey Class. No.: 658.8

Social marketing : = behavior change for social good /
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020 $a 1544371861 $q (pbk.)
035 $a (OCoLC)1121074143
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100 1 $a Lee, Nancy R. $3 3424281
245 1 0 $a Social marketing : $b behavior change for social good / $c Nancy R.Lee, Philip Kotler.
250 $a 6th ed. International student ed.
260 # $a Thousand Oaks, CA : $b SAGE Publications Inc., $c c2020.
300 $a xxiii, 486 p., [109] p. : $b ill. ; $c 23 cm.
504 $a Includes bibliographical references and index.
505 0 # $a Part 1. Understanding social marketing -- Defining and distinguishing social marketing -- 10 Step strategic planning model -- Research options -- Behavior change theories, models, frameworks -- Part II. Determining plan purpose, focus, audience,behaviors, insights -- Social issue, purpose, focus, situation analysis -- Selecting priority audiences -- behavior objectives and target goals -- Audience insights -- Part III. Developing marketing intervention strategies -- Crafting a desired positioning -- Product: creating a product platform -- Price: determining incentives and disincentives -- Place: making access convenient and pleasant -- Promotion: deciding on messages, messengers, and creative strategies -- Promotion: selecting communication channels -- Part IV. Managing social marketing programs -- Monitoring and evaluation -- Budget and funding plans-- Implementation and sustaining behaviors plans.
650 # 0 $a Behavior modification. $3 519138
650 # 0 $a Social marketing. $3 669978
700 1 # $a Kotler, Philip. $3 520689