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.
