Social marketing: influencing behaviors for good
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Los Angeles [u.a.]
Sage Publ.
2011
|
| Edition: | 4. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XI, 502 S. Ill. |
| ISBN: | 9781412981491 |
Staff View
MARC
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| 245 | 1 | 0 | |a Social marketing |b influencing behaviors for good |c Nancy R. Lee ; Philip Kotler |
| 250 | |a 4. ed. | ||
| 264 | 1 | |a Los Angeles [u.a.] |b Sage Publ. |c 2011 | |
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| 650 | 4 | |a Marketing social | |
| 650 | 4 | |a Modification du comportement | |
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| 650 | 4 | |a Behavior modification | |
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Record in the Search Index
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| adam_text | Contents
Foreword
xi
Alan R. Andreasen
PART I: Understanding Social Marketing I
Chapter
1.
Defining Social Marketing
2
Marketing Highlight. Sustainable Malaria Prevention:
NetMark s Success Story in Africa
(1999-2009) 3
What Is Social Marketing?
7
Where Did the Concept Originate?
12
How Does Social Marketing Differ From Commercial Marketing?
14
How Does Social Marketing Differ From Nonprofit Marketing,
Public Sector Marketing, and Cause Promotions?
16
What Is Social Marketing s Unique Value Proposition? 1
6
Who Does Social Marketing?
17
What Social Issues Can Benefit From Social Marketing?
20
What Are Other Ways to Impact Social Issues?
23
What Is the Social Marketer s Role in Influencing
Upstream Factors and Midstream Audiences?
25
Chapter Summary
26
Marketing Dialogue. When Is
Socul
Marketing Social Marketing ?
When Is It Something Else?
26
Chapter
2. 10
Steps in the Strategic Marketing Planning Process
32
Marketing Highlight. Scooping the Poop in Austin, Texas
(2001-2009) 33
Marketing Planning: Process and Influences
37
10
Steps to Developing a Social Marketing Plan
39
Why Is a Systematic, Sequential Planning Process Important?
50
Where Does Marketing Research Fit in the Planning Process?
51
Chapter Summary
52
Marketing Dialogue. Social Marketing Contributes to
Social Good ( Good Deitned by Whom?)
52
Chapter
3.
I
6
Tips for Success
55
Marketing Highlight. Reducing Drink Driving in Australia
(2003-2009) 56
16
Tips for Success
58
Chapter Summary
75
Marketing Dialogue. The Seatbelt Man
76
PART II: Analyzing the Social Marketing Environment
80
Chapter
4.
Determining Research Needs and Options
81
Marketing Highlight. Increasing Family Planning in Pakistan
(2007) 82
Major Research Terminology
85
Steps in Developing a Research Plan
96
Research That Won t Break the Bank
99
Chapter Summary
100
Research Highlight. The Yes Initiative for Youth
Employment in Maldives
(2007) 101
Chapter
5.
Choosing a Purpose and Focus for Your Plan and
Conducting a Situation Analysis
106
Marketing Highlight. Reducing Diarrheal Disease in India:
The ORS-Zinc Solution
(2008-2010) 107
Step
1 :
Describe the Background, Purpose, and Focus of Your Plan, and
Step
2:
Conduct a Situation Analysis 111
Ethical Considerations When Choosing a Focus for Your Plan
121
Chapter Summary
122
Research Highlight. Focus Groups to Inform
Nuestro
Barrio:
An Edutainment Soap Opera
(2006) 123
PART III: Selecting Target Audiences, Objectives, and Goals
127
Chapter
6.
Segmenting, Evaluating, and Selecting Target Audiences
128
Marketing Highlight. Reducing Tobacco Use in the United States:
Legacy s Small Innovative Grants Program Recognizes
One Size Never Fits All
(2010) 129
Step
3:
Select Target Audiences
134
Steps Involved in Selecting Target Audiences
135
Variables Used to Segment Markets
136
Criteria for Evaluating Segments
149
How Target Audiences Are Selected
150
What Approach Should Be Chosen?
151
Ethical Considerations When Selecting Target Audiences
152
Chapter Summary
152
Research Highlight. You Know Different : Barriers and Benefits
Research Informing a Youth
HIV
Testing Campaign
(2005) 153
Chapter
7.
Setting Behavior Objectives and Goals
160
Marketing Highlight. Seafood Watch: Influencing
Sustainable Seafood Choices
(2010) 161
Step
4:
Set Objectives and Target Goals
164
Behavior Objectives
166
Knowledge
and Belief Objectives
168
Target Goals
172
Objectives and Target Goals Are Only a Draft at This Step
179
Objectives and Target Goals Will Be Used for Campaign Evaluation
179
Ethical Considerations When Setting Objectives and Target Goals
180
Chapter Summary
180
Research Highlight: Reducing Tractor Rollover Injuries and Deaths:
A Social Marketing Approach That Makes It Look Easy
(2006) 181
Chapter
8.
Identifying Barriers, Benefits, the Competition,
and Influential Others
185
Marketing Highlight. Be Active: An Award-Winning Program
in Birmingham, England
(2008-2010) 186
Step
5:
Identify Target Audience Barriers, Benefits, the Competition,
and Influential Others
188
What More Do You Need to Know About
the Target Audience?
189
How Do You Learn More From and About the Target?
194
How Will This Help Develop Your Strategy?
201
Potential Revision of Target Audiences, Objectives, and Goals
204
Ethical Considerations When Researching Your Target Audience
204
Chapter Summary
205
Research Highlight. Reducing Drinking and Driving in
Montana: Evaluating a Social Norms Approach
(2003) 205
PART IV: Developing Social Marketing Strategies
212
Chapter
9.
Crafting a Desired Positioning
213
Marketing Highlight. Get Some: Get Yours. Grab a Handful
and Go! New York City s Bold Campaign to Increase
Condom Use
(2007-2010) 214
Positioning Defined
217
Step
6:
Develop a Positioning Statement
220
Behavior-Focused Positioning
221
Barriers-Focused Positioning
222
Benefits-Focused Positioning
224
Competition-Focused Positioning
226
Repositioning
228
How Positioning Relates to Branding
230
Ethical Considerations When Developing a
Positioning Statement
230
Chapter Summary
231
Research Highlight. Stopping Aquatic Hitchhikers:
A Branding Strategy
(2010) 232
Chapter
10.
Product: Creating a Product Platform
239
Marketing Highlight. Reducing Tuberculosis in Peru
With a Product Strategy Key to Success
(1990s) 240
Product: The First P
243
Step
7:
Develop the Social Marketing Product Platform
244
Branding
254
Ethical Considerations Related to Creating a Product Platform
256
Chapter Summary
257
Research Highlight. Ethnographic Research to Study
the Use of Water Treatment Devices in Andhra Pradesh, India:
PATH S Safe Water Project
(2006-2011) 257
Chapter
11.
Price: Determining Monetary and Nonmonetary
Incentives and Disincentives
263
Marketing Highlight. Increasing Water Availability in
Jordan Using Financial Incentives
(2010) 264
Price: The Second P
268
Step
7:
Determine Monetary and Nonmonetary
Incentives and Disincentives
270
Setting Prices for Tangible Objects and Services
278
Ethical Considerations Related to Pricing Strategies
279
Chapter Summary
280
Research Highlight. Formative Research: Decreasing Use of Plastic
Bags and Increasing Use of Reusable Bags in Ireland
(2002-2004) 281
Chapter
12.
Place: Making Access Convenient and Pleasant
285
Marketing Highlight. Recycling Made Easy in
Cape Town, South Africa
(2008) 286
Place: The Third P
291
Step
7:
Develop the Place Strategy
292
Managing Distribution Channels
302
Ethical Considerations When Selecting Distribution Channels
305
Chapter Summary
305
Research Highlight. Bicycling in the Netherlands:
What Went Right?
(2010) 306
Chapter
13.
Promotion: Deciding on Messages,
Messengers, and Creative Strategies
311
Marketing Highlight. Rock the Bulb:
Puget
Sound Energy s
Campaign for Increased Energy Efficiency
(2010) 312
Promotion: The Fourth P
319
A Word About the Creative Brief
320
Message Strategy
322
Messenger
Strategy
326
Creative
Strategy
329
Pretesting
342
Ethical Considerations When Deciding on Messages,
Messengers, and Creative Strategies
344
Chapter Summary
344
Research Highlight. No Junk Mail in Bayside City, Australia:
Personal Interviews and Observation Research
(2009) 345
Chapter
14.
Promotion: Selecting Communication Channels
351
Marketing Highlight. Using Text Messaging to Improve Health:
A Successful Pilot for Reducing Obesity
(2008-2009) 352
Promotion: Selecting Communication Channels
356
Traditional Media Channels
359
Nontraditional
and New Media Channels
365
Factors Guiding Communication Channel Decisions
374
Ethical Considerations When Selecting Communication Channels
378
Chapter Summary
380
Research Highlight. Financial Literacy Road Shows in Ghana:
A Qualitative Impact Assessment to Inform Future Efforts
(2007-2008) 381
PART V: Managing Social Marketing Programs
387
Chapter
15.
Developing a Plan for Monitoring and Evaluation
388
Marketing Highlight. Evaluating a Commitment Contract for
Smoking Cessation in the Philippines
(2006) 389
Step
8:
Develop a Plan for Monitoring and Evaluation
392
Why Are You Conducting This Measurement?
393
What Will You Measure?
395
How Will You Measure?
403
When Will You Measure?
404
How Much Will It Cost?
405
Ethical Considerations in Evaluation Planning
405
Chapter Summary
406
Research Highlight. Increasing Breast Cancer Screening
Rates in Tokyo, Japan: Demonstrating the Benefits of
Monitoring Efforts to Reach Goals
(2009-2010) 406
Chapter
16.
Establishing Budgets and Finding Funding
411
Marketing Highlight. The Heart Truth: Mobilizing Partners
to Help Spread the Word
(2002-2010) 412
Step
9:
Establish Budgets and Find Funding Sources
417
Determining Budgets
417
Justifying the Budget
419
Finding Sources for Additional Funding
421
Appealing to Funders
427
Revising Your Plan
428
Ethical Considerations When Establishing Funding
429
Chapter Summary
430
Chapter
17.
Creating an Implementation Plan and Sustaining Behavior
432
Marketing Highlight. Let s Move! First Lady
Michelle Obama s Initiative to Reduce Childhood Obesity
(2010) 433
Step
10:
Complete an Implementation Plan
437
Phasing
442
Sustainability
446
Sharing and Selling Your Plan
449
Ethical Considerations When Implementing Plans
450
Chapter Summary
453
Research Highlight. Turn It Off: An Anti-idling Campaign
(2007) 454
Epilogue
458
Appendix A: Social Marketing Planning Worksheets
459
Appendix B: Social Marketing Resources
472
Name Index
483
Subject Index
490
About the Authors
501
|
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| isbn | 9781412981491 |
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| spelling | Lee, Nancy R. 1945- Verfasser (DE-588)17353807X aut Social marketing influencing behaviors for good Nancy R. Lee ; Philip Kotler 4. ed. Los Angeles [u.a.] Sage Publ. 2011 XI, 502 S. Ill. 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 DE-604 Kotler, Philip 1931- Verfasser (DE-588)121409600 aut Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024474721&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Lee, Nancy R. 1945- Kotler, Philip 1931- 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_full | Social marketing influencing behaviors for good Nancy R. Lee ; Philip Kotler |
| title_fullStr | Social marketing influencing behaviors for good Nancy R. Lee ; Philip Kotler |
| title_full_unstemmed | Social marketing influencing behaviors for good Nancy R. Lee ; Philip Kotler |
| 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 |
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