Contents : Foreword - Alan R. Andreason
Preface
Acknowledgments

PART I: Understanding social marketing

Chapter 1. Defining Social Marketing
Chapter 2. Outlining the Strategic Planning Process
Chapter 3. Discovering Keys to Success

PART II: Analyzing the social marketing environment

Chapter 4. Determining Research Needs and Resources
Chapter 5. Mapping the Internal and External Environment

PART III: Establishing target audiences, objectives, goals

Chapter 6. Selecting Target Audiences
Chapter 7. Setting Objectives and Goals
Chapter 8. Deepening Our Understanding of Target Audiences and the Competition

PART IV: Developing social marketing strategies

Chapter 9. Product: Designing the Market Offering
Chapter 10. Price: Managing Costs of Behavior Change
Chapter 11. Place: Making the Social Marketing Product Available
Chapter 12. Promotion: Creating Messages
Chapter 13. Promotion: Choosing Communications Channels

PART V: Managing social marketing programs

Chapter 14. Developing an A Plan for Evaluation and Monitoring
Chapter 15. Establishing Budgets and Finding Funding Sources
Chapter 16. Completing an Implementation Plan and Sustaining Behavior
Chapter 17. Making Ethical Decisions
Appendix
Credits
Name Index
Subject Index
About the Authors

Language : English

Print : 2ème

Place of publishing : LONDON

Location : Nice Library

Statement : Présent

Owner : Bibliothèque