Holdings: Social marketing :: THWS Bibkatalog

Social marketing: influencing behaviors for good

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Bibliographic Details
Main Authors:	Kotler, Philip 1931- (Author), Lee, Nancy (Author)
Format:	Book
Language:	English
Published:	Los Angeles [u.a.] Sage Publ. 2008
Edition:	3. ed.
Subjects:	Marketing social Modification du comportement Social marketing Behavior modification Soziomarketing Lehrbuch
Online Access:	Inhaltsverzeichnis Klappentext
Physical Description:	XII, 444 S. graph. Darst.
ISBN:	9781412956475

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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
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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
work_keys_str_mv	AT kotlerphilip socialmarketinginfluencingbehaviorsforgood AT leenancy socialmarketinginfluencingbehaviorsforgood

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