Social marketing in India
Author(s)
Bibliographic Information
Social marketing in India
Sage/Response Business Books, c2013
- : pb
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Note
Includes indexes
Description and Table of Contents
Description
This book, an adaptation of Nancy R. Lee and Philip Kotler's highly successful book Social Marketing: Influencing Behaviors for Good, 4th Edition, is structured around the ten-step marketing planning process that trains and encourages those in positions responsible for influencing public behaviors to undertake a systematic and comprehensive approach to behaviour change rather than jumping to the stage of producing just ads or distributing condoms. The book will convince readers when employing social marketing, it takes more than this. The book illustrates the planning process, importance of research, and related concepts through numerous examples that are of high quality and diverse contexts. It is one of the first books to bring together excellent social marketing thoughts related to the Indian situation at one place. Through these discussions, the book proposes new ways to address old problems related to public health, injury prevention, environment protection, community harmony, and financial well-being. In a nutshell, if you want to learn how to fix India's problems, this book is for you.
Table of Contents
Foreword Philip Kotler
I: UNDERSTANDING SOCIAL MARKETING
Defining Social Marketing
10 Steps in the Strategic Marketing Planning Process
16 Tips for Success
II: ANALYZING THE SOCIAL MARKETING ENVIRONMENT
Determining Research Needs and Options
Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis
III: SELECTING TARGET AUDIENCES, OBJECTIVES, AND GOALS
Segmenting, Evaluating, and Selecting Target Audiences
Setting Behavior Objectives and Goals
Identifying Barriers, Benefits, the Competition, and Influential Others
IV: DEVELOPING SOCIAL MARKETING STRATEGIES
Crafting a Desired Positioning
Product: Creating a Product Platform
Price: Determining Monetary and Nonmonetary Incentives and Disincentives
Place: Making Access Convenient and Pleasant
Promotion: Deciding on Messages, Messengers, and Creative Strategies
Promotion: Selecting Communication Channels
V: MANAGING SOCIAL MARKETING PROGRAMS
Developing a Plan for Monitoring and Evaluation
Establishing Budgets and Finding Funding
Creating an Implementation Plan and Sustaining Behavior
Epilogue
Appendix: Social Marketing Planning Worksheets
Name Index
Subject Index
by "Nielsen BookData"