Social marketing : improving the quality of life / Philip Kotler, Ned Roberto, Nancy Lee
Imprint
Thousand Oaks : Sage, 2002
Edition
2nd ed
Descript
xvi, 438 p. : ill. ; 24 cm
CONTENT
Understanding social marketing: Defining social marketing ; Outlining the strategic marketing planning process ; Discovering keys to success -- Analyzing the social marketing environment: Determining research needs and resources ; Mapping the internal and external environments -- Establishing target audiences, objectives, and goals: Selecting target markets ; Setting objectives and goals ; Deepening our understnading of the target audience and the competition -- Developing social marketing strategies: Product designing the market offering ; Price: Managing coats of behavior change ; Place: Making access convenient ; Promotion: Creating messages ; Promotion: Selecting media channels -- Managing social marketing: Developing a plan for evaluation and monitoring ; Establishing budgets and finding funding sources ; Completing an implementation plan and sustaining behavior ; Making ethical decisions