Social marketing : behavior change for social good [Sixth Edition.] 9781544351490, 1544351496

4,884 1,144 16MB

English Pages 486 Year 2019

Author / Uploaded
Kotler
Philip; Lee
Nancy

Table of contents :
Defining and distinguishing social marketing --
10 step strategic planning model --
Research options --
Behavior change theories, models, frameworks --
Steps 1 & 2 social issue, purpose, focus, situation analysis --
Step 3: selecting priority audiences --
Behavior objectives and target goals --
Step 5: audience insights --
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 --
Monitoring and evaluation --
Budget and funding plans --
Implementation and sustaining behaviors plans --
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.

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