Extent: | 1 online resource (439 pages) |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Description based on publisher supplied metadata and other sources. Cover; Contents; Foreword; Part I: Understanding Social Marketing; 1 - Defining Social Marketing; 2- 10 Steps in the Strategic Marketing Planning Process; 3 - 16 Tips for Success; Part II: Analyzing the Social Marketing Environment; 4 - Determining Research Needs and Options; 5 - Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis; Part III: Selecting Target Audiences, Objectives, and Goals; 6 - Segmenting, Evaluating, and Selecting Target Audiences; 7 - Setting Behavior Objectives and Goals 8 - Identifying Barriers, Benefits, the Competition, and Influential OthersPart IV: Developing Social Marketing Strategies; 9 - Crafting a Desired Positioning; 10 - Product: Creating a Product Platform; 11 - Price: Determining Monetary and Nonmonetary Incentives and Disincentives; 12 - Place: Making Access Convenient and Pleasant; 13 - Promotion: Deciding on Messages, Messengers, and Creative Strategies; 14 - Promotion: Selecting Communication Channels; Part V: Managing Social Marketing Programs; 15 - Developing a Plan for Monitoring and Evaluation 16 - Establishing Budgets and Finding Funding17 - Creating an Implementation Plan and Sustaining Behavior; Epilogue; Appendix; Name Index; Subject Index; About the Authors |
ISBN: | 978-81-321-1867-1 ; 978-81-321-1357-7 |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012600759