000			03344nam a2200361Ia 4500
001			2933
008			230305s2019 xx 000 0 und d
020			_a9781544351490
043			_aen_UK
041			_aeng
245		0	_aSocial marketing
250			_aSixth edition
260			_aLos Angeles ; London ; New Delhi ; Singapore ; Washington DC ; Melbourne _bSAGE, _c2019
300			_axxiii, 486 p. _bill. _c24 cm.
500			_abehavior change for social good
505			_aIncludes bibliographical references, index and case studies. _r-- _rPART I. UNDERSTANDING SOCIAL MARKETING-- _rCHAPTER 1. Defining and Distinguishing Social Marketing-- _rCHAPTER 2. 10-Step Strategic Planning Model-- _rCHAPTER 3. Research Options-- _rCHAPTER 4. Behavior Change Theories, Models, and Frameworks-- _r-- _rPART II. DETERMINING PLAN PURPOSE, FOCUS, AUDIENCE, BEHAVIORS, INSIGHTS-- _rCHAPTER 5. Steps 1 & 2: Social Issue, Purpose, Focus, Situation Analysis-- _rCHAPTER 6. Step 3: Selecting Priority Audiences-- _rCHAPTER 7. Step 4: Behavior Objectives and Target Goals-- _rCHAPTER 8. Step 5: Audience Insights-- _r-- _rPART III. DEVELOPING MARKETING INTERVENTION STRATEGIES-- _rCHAPTER 9. Step 6: Crafting a Desired Positioning-- _rCHAPTER 10. Step 7: Product: Creating a Product Platform-- _rCHAPTER 11. Step 7: Price: Determining Incentives and Disincentives-- _rCHAPTER 12. Step 7: Place: Making Access Convenient and Pleasant-- _rCHAPTER 13. Step 7: Promotion: Deciding on Messages, Messengers, and Creative Strategies-- _rCHAPTER 14. Step 7: Promotion: Selecting Communication Channels-- _r-- _rPART IV. MANAGING SOCIAL MARKETING PROGRAMS-- _rCHAPTER 15. Step 8: Monitoring and Evaluation-- _rCHAPTER 16. Step 9: Budget and Funding Plans-- _rCHAPTER 17. Step 10: Implementation and Sustaining Behaviors Plans--
520			_aFor almost two decades, Social Marketing: Behavior Change for Social Good has been the definitive guide for designing and implementing memorable social marketing campaigns. Bestselling authors Nancy R. Lee and Philip Kotler present a proven 10 Step Strategic Social Marketing Planning Model and guides students and practitioners through each stage of the process. The new Sixth Edition is packed with more than 25 new cases and dozens of new examples related to today's most pressing social problems including the opioid epidemic, climate change, youth suicide, and more. The new edition also includes significantly expanded coverage of social media. Whether your students are on a mission to improve public health, protect the environment, or galvanize their community, they will find Social Marketing an invaluable resource.
590			_bPreview available on Google Books. ; Support resources available on publisher's website.
630			_aHF COMMERCE _914
650		0	_aBranding (Marketing) _xSocial aspects _98758
650			_aBehavior modification _99557
700			_aLee, Nancy R. _eAuthor
700			_aKotler, Philip _eAuthor _91123
856			_uhttps://books.google.es/books?id=2T9_DwAAQBAJ&lpg=PP1&hl=es&pg=PP1#v=onepage&q&f=false
856			_uhttps://us.sagepub.com/en-us/nam/social-marketing/book260584#resources
902			_a695
905			_am
911			_ahttps://biblioteca.tbs-education.es/portadas/9781544351490.jpg
912			_a2019-01-01
942			_a1
953			_d2021-02-19 16:08:46
999			_c2793 _d2793