Social marketing : behavior change for good
著者
書誌事項
Social marketing : behavior change for good
SAGE, c2024
7th ed
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注記
"SAGE college publishing"--Back cover
Includes bibliographical references (p. 497-525) and index
内容説明・目次
内容説明
Social Marketing: Behavior Change for Good, 7th Edition is the definitive guide for designing and implementing memorable social marketing campaigns. Authors Nancy R. Lee, Philip Kotler, and Julie Colehour present a proven 10-step strategic marketing plan and guides students through each stage of the process.
目次
Foreword
Part I * Understanding Social Marketing
CHAPTER 1 * Defining and Distinguishing Social Marketing
CHAPTER 2 * 10-Step Strategic Planning Model
CHAPTER 3 * Research Options
CHAPTER 4 * Behavior Change Theories, Models, and Frameworks
Part II * Determining Plan Purpose, Focus, Audience, Behaviors, Insights
CHAPTER 5 * Steps 1 & 2: Social Issue, DEI Considerations, Purpose, Focus, Situation Analysis
CHAPTER 6 * Step 3: Selecting Priority Audiences
CHAPTER 7 * Step 4: Behavior Objectives and Target Goals
CHAPTER 8 * Step 5: Audience Insights
Part III * Developing Marketing Intervention Strategies
CHAPTER 9 * Step 6: Crafting a Desired Positioning
CHAPTER 10 * Step 7.1: Product: Creating a Product Platform
CHAPTER 11 * Step 7.2: Price: Determining Incentives and Disincentives
CHAPTER 12 * Step 7.3: Place: Making Access Convenient and Pleasant
CHAPTER 13 * Step 7.4: Promotion: Deciding on Messages, Messengers, Creative Strategies, and Communication Channels
Part IV * Managing Social Marketing Programs
CHAPTER 14 * Step 8: Monitoring and Evaluation
CHAPTER 15 * Step 9: Budget and Funding Plans
CHAPTER 16 * Step 10: Implementation and Sustaining Behaviors Plans
Epilogue
Appendix
References
Index
「Nielsen BookData」 より
