Detalles del Título
Detalles del Título

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Título Social marketing: influencing behaviors for good. - Cuarta edición.Libros / Impreso - Libros
Autor(es) Lee, Nancy R., 1932- (Autor)
Kotler, Philip (Autor)
Publicación Thousand Oaks, California : Sage Publications, ©2011
Descripción Física xi, 502 páginas : ilustraciones ; 24 cm.
Idioma Inglés;
ISBN 1412981492
Clasificación(es) 658.8
MERCADEO
Materia(s) Mercadeo social; Modificación de la conducta;
Nota(s) Prev. ed. entered under: Kotler, Philip.
Incluye referencias bibliográficas e índice
CONTENIDO: Understanding Social Marketing. Defining Social Marketing -- 10 Steps in the Strategic Marketing Planning Process -- 16 Tips for Success -- Analyzing the Social Marketing Environment. Determining Research Needs and Options -- Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis -- Selecting Target Audiences, Objectives, and Goals. Segmenting, Evaluating, and Selecting Target Audiences -- Select Target Audiences -- Setting Behavior Objectives and Goals -- Set Objectives and Target Goals -- Identifying Barriers, Benefits, the Competition, and Influential Others -- Identify Target Audience Barriers, Benefits, the Competition, and Influential Others -- Developing Social Marketing Strategies. Crafting a Desired Positioning -- Develop a Positioning Statement -- Product: Creating a Product Platform -- Develop the Social Marketing Product Platform -- Price: Determining Monetary and Nonmonetary Incentives and Disincentives -- Determine Monetary and Nonmonetary Incentives and Disincentives -- Place: Making Access Convenient and Pleasant -- Develop the Place Strategy -- Promotion: Deciding on Messages, Messengers, and Creative Strategies -- Promotion: Selecting Communication Channels -- Managing Social Marketing Programs. Developing a Plan for Monitoring and Evaluation -- Develop a Plan for Monitoring and Evaluation -- Establishing Budgets and Finding Funding -- Establish Budgets and Find Funding Sources -- Creating an Implementation Plan and Sustaining Behavior -- Complete an Implementation Plan -- Appendix A. Social Marketing Planning Worksheets -- Appendix B Social Marketing Resources.
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Disponibilidad
CodBarras Localización Piso Signatura Estado Categoría
108408Biblioteca Universidad Icesi2658.8/L479sDisponibleCol. General
109171Biblioteca Universidad Icesi2658.8/L479s/ej.2DisponibleCol. General
109172Biblioteca Universidad Icesi2658.8/L479s/ej.3DisponibleCol. General
109173Biblioteca Universidad Icesi2658.8/L479s/ej.4DisponibleCol. General