Social marketing: influencing behaviors for good
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Los Angeles [u.a.]
Sage Publ.
2008
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | XII, 444 S. graph. Darst. |
| ISBN: | 9781412956475 |
Internformat
MARC
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| 020 | |a 9781412956475 |9 978-1-4129-5647-5 | ||
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| 100 | 1 | |a Kotler, Philip |d 1931- |e Verfasser |0 (DE-588)121409600 |4 aut | |
| 245 | 1 | 0 | |a Social marketing |b influencing behaviors for good |c Philip Kotler ; Nancy R. Lee |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a Los Angeles [u.a.] |b Sage Publ. |c 2008 | |
| 300 | |a XII, 444 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Marketing social | |
| 650 | 4 | |a Modification du comportement | |
| 650 | 4 | |a Social marketing | |
| 650 | 4 | |a Behavior modification | |
| 650 | 0 | 7 | |a Soziomarketing |0 (DE-588)4116549-4 |2 gnd |9 rswk-swf |
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| 856 | 4 | 2 | |m Digitalisierung UB Regensburg |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016272922&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |3 Klappentext |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-016272922 | ||
Datensatz im Suchindex
| _version_ | 1804137312374751232 |
|---|---|
| adam_text | Contents
Foreword
xi
Alan
R. Andreasen
PART I: Understanding Social Marketing
Chapter
1.
Defining Social Marketing
3
Marketing Highlight: Save the Crabs. Then Eat Em
(2005-2006) 4
What Is Social Marketing?
7
Where Did the Concept Originate?
11
How Does Social Marketing Differ From Commercial
Sector Marketing?
13
How Is It Different From Nonprofit Marketing,
Public Sector Marketing, and Cause Promotions?
14
Who Does Social Marketing?
15
What Social Issues Can Benefit From Social Marketing?
16
What Are Other Ways to Impact Social Issues?
17
What Is the Social Marketer s Role in
Influencing Upstream Factors?
22
Marketing Dialogue
24
Chapter
2.
Steps in the Strategic Marketing Planning Process
27
Marketing Highlight: VERB™ Summer Scorecard
(2003-2006) 28
Marketing Planning: Process and Influences
31
Ten Steps to Develop a Social Marketing Plan
34
Why Is a Systematic, Sequential Planning Process Important?
43
Where Does Marketing Research Fit in the Planning Process?
44
Marketing Dialogue
46
Chapter
3.
Discovering Keys to Success
47
Marketing Highlight: Competitive Analysis:
A Fat Chance Pays Off
(2006) 48
Fifteen Principles for Success
51
PART II: Analyzing the Social Marketing Environment
Chapter
4.
Determining Research Needs and Options
69
Marketing Highlight: Research as Promotion:
Jordan Water Efficiency Program
(2000-2005) 70
Major Research
Terminolog}·
73
When
Research
Is Used in the Planning Process
83
Steps in Developing a Research Plan
85
Research That Won t Break the Bank
88
Chapter
5.
Mapping the Internal and External Environments
91
Marketing Highlight: Above the Influence: National Youth Anti-Drug
Media Campaign
92
Mapping the Internal and External Environments:
Step
#1
and Step
#2 %
Ethical Considerations When Choosing a Focus for Your Plan
106
PART III: Establishing Target Audiences, Objectives, and Goals
Chapter
6.
Selecting Target Markets 111
Marketing Highlight: Freedom From Fear: Targeting Male
Perpetrators of Intimate Partner Violence
( 1998-2005) 112
Step
#3:
Selecting Target Markets
115
Steps Involved in Selecting Target Markets
116
Variables Used to Segment Markets
117
Criteria for Evaluating Segments
128
How Target Markets Are Selected
129
What Approach Should Be Chosen?
130
Ethical Considerations When Selecting Target Markets
131
Research Highlight: Using Secondary Research Data
132
Chapter
7.
Setting Objectives and Goals
135
Marketing Highlight: An Inconvenient Truth and a Social
Marketing Story
(2007) 136
Step
#4:
Setting Objectives and Goals
138
Behavior Objectives
139
Knowledge and Belief Objectives
142
The Nature of Social Marketing Goals
145
Objectives and Goals Are Only a Draft at This Step
151
Objectives and Goals Will Be Used for Campaign Evaluation
151
Ethical Considerations When Setting Objectives and Goals
151
Research Highlight: Tracking Studies for Goal Setting
152
Chapter
8.
Deepening Your Understanding of the Target Market
and the Competition
155
Marketing Highlight: Is Your Family Prepared?
Public Safety Canada
(2006-2007) 156
Step
#5:
Identify Target Market Barriers, Benefits, and the Competition
160
What More Do You Need to Know About the Target Market?
162
How Do You Learn More From and About the Target?
165
How Will This Help Develop Your Strategy?
171
Potential Revision of Target Markets, Objectives, and Goals
173
Ethical Considerations When Researching Your Target Audience
174
Research Highlight:
Rete Sanitaria:
Formative Research to Introduce
an
Е
-Health Network in the
Ticino
Canton, Switzerland
175
PART IV: Developing Social Marketing Strategies
Chapter
9·
Crafting a Desired Positioning
181
Marketing Highlight: Road Crew:
Reducing Alcohol Impaired Driving
(2007) 182
Positioning Defined
185
Step
#6:
Developing a Positioning Statement for Social Marketing
Products
187
Behavior-Focused Positioning
188
Barriers-Focused Positioning
190
Benefit-Focused Positioning
191
Competition-Focused Positioning
192
Repositioning-Focused
194
How Positioning Relates to Branding
195
Ethical Considerations When Developing a Positioning
196
Research Highlight: American Legacy Foundation
—
truth® Campaign
198
Chapter
10.
Product: Creating a Product Platform
201
Marketing Highlight: AARP s Don t Vote Campaign
(2007) 202
Product: The First P
205
Step
#7:
Developing the Social Marketing Product Platform
205
Branding
214
Ethical Considerations Related to Creating a Product Platform
216
Research Highlight: USDA Food Stamp Media Campaign
(2004):
An Audience Assessment From a Social
Marketing Perspective
218
Chapter
11.
Price: Determining Monetary and Nonmonetary Incentives
and Disincentives
223
Marketing Highlight: Recognition and Rewards Program: For
Healthier Eating Establishments in Singapore
(2007) 224
Price: The Second P
227
Step
#7:
Determining Monetary and Nonmonetary Incentives
and Disincentives
228
Setting Prices for Tangible Objects and Services
237
Ethical Considerations Related to Pricing Strategies
238
Research Highlight: Click It or Ticket: Observation Research
(2007) 239
Chapter
12.
Place: Making Access Convenient and Pleasant
243
Marketing Highlight: Social Franchising of Family
Planning Service Delivery: A Rising Sun in Nepal
(2007) 244
Place: The Third P
247
Step
#7;
Developing the Place Strategy
248
Managing Distribution Channels
259
Ethical Considerations When Selecting Distribution Channels
261
Research Highlight: Observation Research for Needle Exchange
Programs
262
Chapter
13.
Promotion: Deciding on Messages, Messengers,
and Creative Strategies
265
Marketing Highlight: Using Storytelling to Deliver Health Messages
in Rwanda
(2007) 266
Promotion: The Fourth P
268
A Word About the Creative Brief
269
Message Strategy
270
Messenger Strategy
274
Creative Strategy
276
Pretesting
284
Ethical Considerations When Deciding Messages, Messengers,
and Creative Strategies
286
Research Highlight: Measuring Campaign Impact of the Meth
Project in Montana: Using Multiple Key Indicators
(2006) 288
Chapter
14.
Promotion: Selecting Communication Channels
291
Marketing Highlight: Marketing Social Marketing in England
(2007) 292
Promotion: Selecting Communication Channels
296
Traditional Media Channels
298
Nontraditional
and New Media Channels
304
Factors Guiding Communication Channel Decisions
309
Ethical Considerations When Selecting Communication Channels
315
Research Highlight: Measuring the Impact of Health Content on
Popular TV Shows
317
PART V: Managing Social Marketing Programs
321
Chapter
15.
Developing a Plan for Monitoring and Evaluation
323
Marketing Highlight: Youth Suicide Prevention
(2007) 324
Step
#8:
Developing a Plan for Monitoring and Evaluation
327
Why Are You Conducting This Measurement?
328
What Will You Measure?
329
How Will You Measure?
333
When Will You Measure?
335
How Much Will It Cost?
335
Ethical Considerations in Evaluation Planning
336
Research Highlight: Improving Service Delivery at the Internal
Revenue Service
(2007) 337
Chapter
16.
Establishing Budgets and Finding Funding
341
Marketing Highlight: Go Red for Women
(2007) 342
Step
#9:
Establishing Budgets
345
Determining Budgets
345
Justifying the Budget
347
Finding Sources for Additional Funding
349
Appealing to Funders
355
Revising Your Plan
356
Ethical Considerations When Establishing Funding
357
Chapter
17.
Creating an Implementation Plan and Sustaining
Behavior
359
Marketing Highlight: Turn It Off: An Ant-Idling Campaign
(2007) 360
Step
#10:
Creating an Implementation Plan
362
Phasing
369
Sustainability
373
Sharing and Selling Your Plan
376
Ethical Considerations When Implementing Plans
376
Appendix A: Social Marketing Planning Worksheets
381
Appendix B: Social Marketing Resources
395
Chapter Notes
403
Name Index
429
Subject Index
431
About the Authors
443
SOCIAL MARKETING TfflRD edition
Contributors
Alan Andreasen
Carol Bryant
Carol Cone
Robert
Denniston
Robert Donovan
Sue Eastgard
Jeff French
Gerard Hastings
Steven Honeyman
François Lagarde
Jim Llndenberger
Lynne
Doner Lotenberg
Doug
McKenzie-Mohr
Patricia McLaughlm
Jim Mintz
Mike Newton-Ward
Gregory R. Niblett
Bili Novelli
Michael Rothschild
Beverly Schwartz
Bili
Smith
Shelly Spoeth
Karuppiah Vijayalakshmi
Pete Webb
Georgetown University, Foreword
University of South Florida, VERB™ Summer Scorecard
Cone LLC, Go Red for Women
Office of National Drug Control Policy, Above the Influence: A National
Youth Anti-Drug Media Campaign
Curtin University, Western Australia, Freedom From Fear: Targeting
Male Perpetrators of Intimate Partner Violence
Youth Suicide Prevention Program, Youth Suicide Prevention
National Social Marketing Centre, Marketing Social Marketing in
England
Institute for Social Marketing, University of Stirling, UK, Competitive
Analysis: A Fat Chance Pays Off
Population Services International, Social Franchising of Family Planning
Service Delivery: A Rising Sun in Nepal
Social Marketing Consultant,
Е
-Health Network in Canton, Switzerland
University of South Florida, USDA Food Stamp Media Campaign
Social Marketing Consultant, Using Storytelling to Deliver Hearth
Messages in Rwanda
Environmental Psychologist, Canada, Turn It Off: An Anti-Idling
Campaign
American Legacy Foundation, truth* Campaign
Centre of Excellence for Public Sector Marketing, Is Your Family
Prepared? Public Safety Canada
Social Marketing Resources
AED,
Jordan Water Efficiency Program
AARP, Don t Vote: Until You Know Where the Candidates Stand
University of Wisconsin, Road Crew: Reducing Alcohol Impaired Driving
Ashoka, USDA Food Stamp Media Campaign
AED,
Save the Crabs. Then Eat Em
Centers for Disease Control and Prevention, African-American Women
HIV
Testing Campaign
Health Promotion Board, Singapore, Recognition
&
Rewards Program for
Healthier Eating Establishments
Pacific Consulting Group, Improving Service Delivery
attire
1RS*
A systematic guide for the planning and implementation of programs designed to influence public behaviors
|
| adam_txt |
Contents
Foreword
xi
Alan
R. Andreasen
PART I: Understanding Social Marketing
Chapter
1.
Defining Social Marketing
3
Marketing Highlight: "Save the Crabs. Then Eat 'Em"
(2005-2006) 4
What Is Social Marketing?
7
Where Did the Concept Originate?
11
How Does Social Marketing Differ From Commercial
Sector Marketing?
13
How Is It Different From Nonprofit Marketing,
Public Sector Marketing, and Cause Promotions?
14
Who Does Social Marketing?
15
What Social Issues Can Benefit From Social Marketing?
16
What Are Other Ways to Impact Social Issues?
17
What Is the Social Marketer's Role in
Influencing Upstream Factors?
22
Marketing Dialogue
24
Chapter
2.
Steps in the Strategic Marketing Planning Process
27
Marketing Highlight: VERB™ Summer Scorecard
(2003-2006) 28
Marketing Planning: Process and Influences
31
Ten Steps to Develop a Social Marketing Plan
34
Why Is a Systematic, Sequential Planning Process Important?
43
Where Does Marketing Research Fit in the Planning Process?
44
Marketing Dialogue
46
Chapter
3.
Discovering Keys to Success
47
Marketing Highlight: Competitive Analysis:
A Fat Chance Pays Off
(2006) 48
Fifteen Principles for Success
51
PART II: Analyzing the Social Marketing Environment
Chapter
4.
Determining Research Needs and Options
69
Marketing Highlight: Research as Promotion:
Jordan Water Efficiency Program
(2000-2005) 70
Major Research
Terminolog}·
73
When
Research
Is Used in the Planning Process
83
Steps in Developing a Research Plan
85
Research "That Won't Break the Bank"
88
Chapter
5.
Mapping the Internal and External Environments
91
Marketing Highlight: Above the Influence: National Youth Anti-Drug
Media Campaign
92
Mapping the Internal and External Environments:
Step
#1
and Step
#2 %
Ethical Considerations When Choosing a Focus for Your Plan
106
PART III: Establishing Target Audiences, Objectives, and Goals
Chapter
6.
Selecting Target Markets 111
Marketing Highlight: Freedom From Fear: Targeting Male
Perpetrators of Intimate Partner Violence
( 1998-2005) 112
Step
#3:
Selecting Target Markets
115
Steps Involved in Selecting Target Markets
116
Variables Used to Segment Markets
117
Criteria for Evaluating Segments
128
How Target Markets Are Selected
129
What Approach Should Be Chosen?
130
Ethical Considerations When Selecting Target Markets
131
Research Highlight: Using Secondary Research Data
132
Chapter
7.
Setting Objectives and Goals
135
Marketing Highlight: An Inconvenient Truth and a Social
Marketing Story
(2007) 136
Step
#4:
Setting Objectives and Goals
138
Behavior Objectives
139
Knowledge and Belief Objectives
142
The Nature of Social Marketing Goals
145
Objectives and Goals Are Only a Draft at This Step
151
Objectives and Goals Will Be Used for Campaign Evaluation
151
Ethical Considerations When Setting Objectives and Goals
151
Research Highlight: Tracking Studies for Goal Setting
152
Chapter
8.
Deepening Your Understanding of the Target Market
and the Competition
155
Marketing Highlight: Is Your Family Prepared?
Public Safety Canada
(2006-2007) 156
Step
#5:
Identify Target Market Barriers, Benefits, and the Competition
160
What More Do You Need to Know About the Target Market?
162
How Do You Learn More From and About the Target?
165
How Will This Help Develop Your Strategy?
171
Potential Revision of Target Markets, Objectives, and Goals
173
Ethical Considerations When Researching Your Target Audience
174
Research Highlight:
Rete Sanitaria:
Formative Research to Introduce
an
Е
-Health Network in the
Ticino
Canton, Switzerland
175
PART IV: Developing Social Marketing Strategies
Chapter
9·
Crafting a Desired Positioning
181
Marketing Highlight: Road Crew:
Reducing Alcohol Impaired Driving
(2007) 182
Positioning Defined
185
Step
#6:
Developing a Positioning Statement for Social Marketing
Products
187
Behavior-Focused Positioning
188
Barriers-Focused Positioning
190
Benefit-Focused Positioning
191
Competition-Focused Positioning
192
Repositioning-Focused
194
How Positioning Relates to Branding
195
Ethical Considerations When Developing a Positioning
196
Research Highlight: American Legacy Foundation
—
truth® Campaign
198
Chapter
10.
Product: Creating a Product Platform
201
Marketing Highlight: AARP's "Don't Vote" Campaign
(2007) 202
Product: The First "P"
205
Step
#7:
Developing the Social Marketing Product Platform
205
Branding
214
Ethical Considerations Related to Creating a Product Platform
216
Research Highlight: USDA Food Stamp Media Campaign
(2004):
An Audience Assessment From a Social
Marketing Perspective
218
Chapter
11.
Price: Determining Monetary and Nonmonetary Incentives
and Disincentives
223
Marketing Highlight: Recognition and Rewards Program: For
Healthier Eating Establishments in Singapore
(2007) 224
Price: The Second "P"
227
Step
#7:
Determining Monetary and Nonmonetary Incentives
and Disincentives
228
Setting Prices for Tangible Objects and Services
237
Ethical Considerations Related to Pricing Strategies
238
Research Highlight: Click It or Ticket: Observation Research
(2007) 239
Chapter
12.
Place: Making Access Convenient and Pleasant
243
Marketing Highlight: Social Franchising of Family
Planning Service Delivery: A Rising Sun in Nepal
(2007) 244
Place: The Third "P"
247
Step
#7;
Developing the Place Strategy
248
Managing Distribution Channels
259
Ethical Considerations When Selecting Distribution Channels
261
Research Highlight: Observation Research for Needle Exchange
Programs
262
Chapter
13.
Promotion: Deciding on Messages, Messengers,
and Creative Strategies
265
Marketing Highlight: Using Storytelling to Deliver Health Messages
in Rwanda
(2007) 266
Promotion: The Fourth "P"
268
A Word About the Creative Brief
269
Message Strategy
270
Messenger Strategy
274
Creative Strategy
276
Pretesting
284
Ethical Considerations When Deciding Messages, Messengers,
and Creative Strategies
286
Research Highlight: Measuring Campaign Impact of the Meth
Project in Montana: Using Multiple Key Indicators
(2006) 288
Chapter
14.
Promotion: Selecting Communication Channels
291
Marketing Highlight: Marketing Social Marketing in England
(2007) 292
Promotion: Selecting Communication Channels
296
Traditional Media Channels
298
Nontraditional
and New Media Channels
304
Factors Guiding Communication Channel Decisions
309
Ethical Considerations When Selecting Communication Channels
315
Research Highlight: Measuring the Impact of Health Content on
Popular TV Shows
317
PART V: Managing Social Marketing Programs
321
Chapter
15.
Developing a Plan for Monitoring and Evaluation
323
Marketing Highlight: Youth Suicide Prevention
(2007) 324
Step
#8:
Developing a Plan for Monitoring and Evaluation
327
Why Are You Conducting This Measurement?
328
What Will You Measure?
329
How Will You Measure?
333
When Will You Measure?
335
How Much Will It Cost?
335
Ethical Considerations in Evaluation Planning
336
Research Highlight: Improving Service Delivery at the Internal
Revenue Service
(2007) 337
Chapter
16.
Establishing Budgets and Finding Funding
341
Marketing Highlight: Go Red for Women
(2007) 342
Step
#9:
Establishing Budgets
345
Determining Budgets
345
Justifying the Budget
347
Finding Sources for Additional Funding
349
Appealing to Funders
355
Revising Your Plan
356
Ethical Considerations When Establishing Funding
357
Chapter
17.
Creating an Implementation Plan and Sustaining
Behavior
359
Marketing Highlight: Turn It Off: An Ant-Idling Campaign
(2007) 360
Step
#10:
Creating an Implementation Plan
362
Phasing
369
Sustainability
373
Sharing and Selling Your Plan
376
Ethical Considerations When Implementing Plans
376
Appendix A: Social Marketing Planning Worksheets
381
Appendix B: Social Marketing Resources
395
Chapter Notes
403
Name Index
429
Subject Index
431
About the Authors
443
SOCIAL MARKETING TfflRD edition
Contributors
Alan Andreasen
Carol Bryant
Carol Cone
Robert
Denniston
Robert Donovan
Sue Eastgard
Jeff French
Gerard Hastings
Steven Honeyman
François Lagarde
Jim Llndenberger
Lynne
Doner Lotenberg
Doug
McKenzie-Mohr
Patricia McLaughlm
Jim Mintz
Mike Newton-Ward
Gregory R. Niblett
Bili Novelli
Michael Rothschild
Beverly Schwartz
Bili
Smith
Shelly Spoeth
Karuppiah Vijayalakshmi
Pete Webb
Georgetown University, "Foreword"
University of South Florida, "VERB™ Summer Scorecard"
Cone LLC, "Go Red for Women"
Office of National Drug Control Policy, "Above the Influence: A National
Youth Anti-Drug Media Campaign"
Curtin University, Western Australia, "Freedom From Fear: Targeting
Male Perpetrators of Intimate Partner Violence"
Youth Suicide Prevention Program, "Youth Suicide Prevention"
National Social Marketing Centre, "Marketing Social Marketing in
England"
Institute for Social Marketing, University of Stirling, UK, "Competitive
Analysis: A Fat Chance Pays Off"
Population Services International, "Social Franchising of Family Planning
Service Delivery: A Rising Sun in Nepal"
Social Marketing Consultant,
"Е
-Health Network in Canton, Switzerland"
University of South Florida, "USDA Food Stamp Media Campaign"
Social Marketing Consultant, "Using Storytelling to Deliver Hearth
Messages in Rwanda"
Environmental Psychologist, Canada, "Turn It Off: An Anti-Idling
Campaign"
American Legacy Foundation, "truth* Campaign"
Centre of Excellence for Public Sector Marketing, "Is Your Family
Prepared?" Public Safety Canada
Social Marketing Resources
AED,
"Jordan Water Efficiency Program"
AARP, "Don't Vote: Until You Know Where the Candidates Stand"
University of Wisconsin, "Road Crew: Reducing Alcohol Impaired Driving"
Ashoka, "USDA Food Stamp Media Campaign"
AED,
"Save the Crabs. Then Eat 'Em"
Centers for Disease Control and Prevention, "African-American Women
HIV
Testing Campaign"
Health Promotion Board, Singapore, "Recognition
&
Rewards Program for
Healthier Eating Establishments"
Pacific Consulting Group, "Improving Service Delivery
attire
1RS*
A systematic guide for the planning and implementation of programs designed to influence public behaviors |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Kotler, Philip 1931- Lee, Nancy |
| author_GND | (DE-588)121409600 |
| author_facet | Kotler, Philip 1931- Lee, Nancy |
| author_role | aut aut |
| author_sort | Kotler, Philip 1931- |
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| building | Verbundindex |
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| callnumber-search | HF5414 |
| callnumber-sort | HF 45414 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)173502721 (DE-599)BVBBV023069764 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 3. ed. |
| format | Book |
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| genre | (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Lehrbuch |
| id | DE-604.BV023069764 |
| illustrated | Illustrated |
| index_date | 2024-07-02T19:32:29Z |
| indexdate | 2024-07-09T21:10:18Z |
| institution | BVB |
| isbn | 9781412956475 |
| language | English |
| lccn | 2007039239 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016272922 |
| oclc_num | 173502721 |
| open_access_boolean | |
| owner | DE-703 DE-634 DE-Aug4 DE-188 |
| owner_facet | DE-703 DE-634 DE-Aug4 DE-188 |
| physical | XII, 444 S. graph. Darst. |
| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | Sage Publ. |
| record_format | marc |
| spelling | Kotler, Philip 1931- Verfasser (DE-588)121409600 aut Social marketing influencing behaviors for good Philip Kotler ; Nancy R. Lee 3. ed. Los Angeles [u.a.] Sage Publ. 2008 XII, 444 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing social Modification du comportement Social marketing Behavior modification Soziomarketing (DE-588)4116549-4 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Soziomarketing (DE-588)4116549-4 s b DE-604 Lee, Nancy Verfasser aut Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016272922&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016272922&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Kotler, Philip 1931- Lee, Nancy Social marketing influencing behaviors for good Marketing social Modification du comportement Social marketing Behavior modification Soziomarketing (DE-588)4116549-4 gnd |
| subject_GND | (DE-588)4116549-4 (DE-588)4123623-3 |
| title | Social marketing influencing behaviors for good |
| title_auth | Social marketing influencing behaviors for good |
| title_exact_search | Social marketing influencing behaviors for good |
| title_exact_search_txtP | Social marketing influencing behaviors for good |
| title_full | Social marketing influencing behaviors for good Philip Kotler ; Nancy R. Lee |
| title_fullStr | Social marketing influencing behaviors for good Philip Kotler ; Nancy R. Lee |
| title_full_unstemmed | Social marketing influencing behaviors for good Philip Kotler ; Nancy R. Lee |
| title_short | Social marketing |
| title_sort | social marketing influencing behaviors for good |
| title_sub | influencing behaviors for good |
| topic | Marketing social Modification du comportement Social marketing Behavior modification Soziomarketing (DE-588)4116549-4 gnd |
| topic_facet | Marketing social Modification du comportement Social marketing Behavior modification Soziomarketing Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016272922&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016272922&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
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