Social marketing : influencing behaviors for good
著者
書誌事項
Social marketing : influencing behaviors for good
Sage Publications, c2008
3rd ed
- : pbk
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注記
Includes bibliographical references (p. 403-427) and indexes
内容説明・目次
内容説明
WEB Description for FTN approval The Third edition of Social Marketing will be positioned as a core textbook for advanced undergraduate and graduate courses in social marketing, consumer behavior, health communication, social change, and public communication. The book examines how social marketing can be used as a strategy for changing behavior. It highlights successful social change campaigns that have been launched by governments, by a combination of governments and citizens, and by citizens themselves. Its theme is that knowledge, techniques, and technologies now exist to organize and implement effective social change programs in virtually every area of social concern, both locally and nationally.
目次
Foreword -- Alan Andreasen Dedication PART I: UNDERSTANDING SOCIAL MARKETING Chapter 1: Defining Social Marketing Marketing Highlight: "Save the Crabs. Then Eat Them." What Is Social Marketing? Where Did the Concept Originate? How Does Social Marketing Differ from Commercial Sector Marketing? How Is It Different from Nonprofit Marketing, Public Sector Marketing and Cause Promotions? Who Does Social Marketing? What Social Issues Can Benefit from Social Marketing? What Are Other Ways to Impact Social Issues? What Is the Social Marketer's Role in Influencing Upstream Factors? Chapter 2: Steps in the Strategic Marketing Planning Process Marketing Highlight: "Verba Summer Scorecard" Marketing Planning: Process and Influences 10 Steps to Develop A Social Marketing Plan Why Is a Systematic, Sequential Planning Process Important? Where Does Marketing Research Fit In the Planning Process? Marketing Dialogue Chapter 3: Discovering Keys to Success Marketing Highlight: "Competitive Analysis: A Fat Chance Pays Off in the UK" 12 Principles for Success PART II: ANALYZING THE SOCIAL MARKETING ENVIRONMENT Chapter 4: Determining Research Needs and Options Marketing Highlight: "Jordan Water Efficiency Program" Major Research Terminology When Research is Used in the Planning Process Steps in Developing a Research Plan Research "That Won't Break the Bank" Chapter 5: Mapping the Internal and External Environments Marketing Highlight: "Above the Influence: National Youth Anti-Drug Media Campaign" Mapping the Internal and External Environments PART III: ESTABLISHING TARGET AUDIENCES OBJECTIVES AND GOALS Chapter 6: Selecting Target Markets Marketing Highlight: "Freedom from Fear: Targeting Male Perpetrators of Intimate Partner Violence" Step #3: Selecting Target Markets Steps Involved in Selecting Target Markets Variables Used to Segment Markets Criteria for Evaluating Segments How Target Markets are Selected What Approach Should be Chosen Research Highlight: "Encouraging African-American Women to 'Take Charge. Take the Test.'" Chapter 7: Setting Objectives and Goals Marketing Highlight: "An Inconvenient Truth and A Social Marketing Story" Step #4: Setting Objectives and Goals Behavior Objectives Knowledge and Belief Objectives The Nature of Social Marketing Goals Objectives and Goals are Only a Draft at This Step Objectives and Goals will Be Used for Campaign Evaluation Research Highlight: CDC's "Behavior Risk Factor Surveillance System (BRFSS)" Chapter 8: Deepening Your Understanding of the Target Market and the Competition Marketing Highlight: "Is Your Family Prepared? Public Safety Canada" Step #5: Identify Target Market Barriers, Benefits and the Competition What More Do You Need to Know About the Target Market? How Do You Learn More From and About the Target Market? How Will This Help Develop Your Strategy? Potential Revision of Target Markets, Objectives and Goals Research Highlight: "Formative Research to Introduce an e-Health Network in the Ticino Canton, Switzerland" PART IV: DEVELOPING SOCIAL MARKETING STRATEGIES Chapter 9: Creating a Desired Positioning Marketing Highlight: "Road Crew 'Guess Who's Having Fun Tonight'" Positioning Defined Step #6: Developing a Positioning Statement for Social Marketing Products Behavior-Focused Positioning Barriers-Focused Positioning Benefit-Focused Positioning Competition-Focused Positioning Repositioning-Focused How Positioning Relates to Branding Research Highlight: "American Legacy Foundation - truth(R) campaign" Chapter 10: Product: Creating a Product Platform Marketing Highlight: AARP's 'Don't Vote' Campaign" Product: The First "P" Step #7: Developing the Social Marketing Product Platform Branding Research Highlight: "The Food Stamp Media Campaign" Chapter 11: Determining Monetary & Nonmonetary Incentives & Disincentives Marketing Highlight: "Recognition and Rewards Program for Healthier Eating Establishments in Singapore" Price: The Second "P" Step #7: Determining Monetary and Nonmonetary Incentives and Disincentives Setting Prices for Tangible Objects and Services Research Highlight: "Click It or Ticket Observation Research" Chapter 12: Place: Making Access Convenient and Pleasant Marketing Highlight: "Social Franchising of Family Planning Service Delivery-A Rising Sun in Nepal" Place: The Third "P" Step #7: Developing the Place Strategy Managing Distribution Channels Research Highlight: "Needle Exchange: From The Tipping Point" Chapter 13: Creating Messages, Choosing Messengers & Developing Creative Strategies Marketing Highlight: "TO COME Promotion: The Fourth "P" A Word About the Creative Brief Message Strategy Messenger Strategy Creative Strategy Pretesting Research Highlight: "Measuring Campaign Impact of the Meth Project in Montana" Chapter 14: Promotion: Selecting Communication Channels Marketing Highlight: "Marketing Social Marketing in England" Promotion: Selecting Communication Channels Traditional Media Channels Non-Traditional & New Media Channels Factors Guiding Communication Channel Decisions Research Highlight: "Measuring the Impact of Health Content on Popular TV Shows" PART V: MANAGING SOCIAL MARKETING PROGRAMS Chapter 15: Developing a Plan for Monitoring and Evaluation Marketing Highlight: "Youth Suicide Prevention" Step #8: Developing a Plan for Monitoring and Evaluation Why Are You Conducting This Measurement? What Will You Measure? How Will You Measure? When Will You Measure? How Much Will It Cost? Research Highlight: "Improving Service Delivery at the Internal Revenue Service" Chapter 16: Establishing Budgets & Finding Funding Partners Marketing Highlight: "Go Red for Women" Step #9: Establishing Budgets Determining Budgets Justifying the Budget Finding Sources for Additional Funding Appealing to Funders Revising Your Plan Chapter 17: Creating an Implementation Plan and Sustaining Behavior Marketing Highlight: "Turn It Off: An Anti-Idling Campaign in Canada" Step #10: Creating an Implementation Plan Phasing Sustainability Sharing and Selling Your Plan Appendix A: Social Marketing Planning Worksheets Appendix B: Social Marketing Resources Credits Name Index Subject Index About the Authors
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