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Titre :
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Social marketing : Influencing behaviors for good
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Auteurs :
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Nancy LEE, Auteur ;
Philip KOTLER, Auteur ;
Philip KOTLER
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Type de document :
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Ouvrage
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Mention d'édition :
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4th ed.
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Editeur :
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London : Sage Publications, 2011
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ISBN/ISSN/EAN :
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978-1-4129-8149-1
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Format :
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xi, 502 p. / ill. / 24 cm
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Note générale :
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Prev. ed. entered under: Kotler, Philip.
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Langues:
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Anglais
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Index. décimale :
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735.1 (Marketing thématique)
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Catégories :
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Thésaurus du Management
MARKETING SOCIAL
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Note de contenu :
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I Understanding social marketing - 1. Defining social marketing - 2. 10 steps in the strategic marketing planning process - 3. 16 tips for success - II Analyzing the social marketing environment - 4. Determinig research needs and options - 5. Choosing a purpose and focus for your plan and conducting a situation analysis - 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 others - 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 - V Managing social marketing programs - 15. DEveloping a plan for moonitoring and evaluation - 16. Established budgets and finding funding - 17. Creating an implementation plan and sustaining behavior
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