Social marketing : influencing behaviors for good / Philip Kotler, Nancy R. Lee.
Tipo de material: TextoDetalles de publicación: Los Angeles : Sage Publications, c2008. Edición: 3rd ed.Descripción: xii, 444 p. : ill. ; 24 cmISBN: 9781412956475 (pbk. : alk. paper); 1412956471 (pbk. : alk. paper)Tema(s): Social marketing | Behavior modification | Marketing social | Conducta -- ModificaciónClasificación CDD: 658.8Tipo de ítem | Biblioteca de origen | Signatura | URL | Estado | Fecha de vencimiento | Código de barras | Reserva de ítems | Bibliografía recomendada |
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Monografías | 01. BIBLIOTECA CAMPUS JEREZ | Mer-333 (Navegar estantería(Abre debajo)) | Texto completo | Disponible Ubicación en estantería | Bibliomaps® | 3742427234 |
Includes bibliographical references (p. 403-427) and indexes.
pt. 1. Understanding social marketing -- Defining social marketing -- Steps in the strategic marketing planning process -- Discovering keys to success -- pt. 2. Analyzing the social marketing environment -- Determining research needs and options -- Mapping the internal and external environments -- pt. 3. Establishing target audiences, objectives, and goals -- Selecting target markets -- Setting objectives and goals -- Deepening your understanding of the target market and the competition -- pt. 4. Developing social marketing strategies -- Crafting a desired positioning -- Product : creating a product platform -- Price : determining monetary and nonmonetary incentives and disincentives -- Place : making access convenient and pleasant -- Promotion : deciding on messages, messengers, and creative strategies -- Promotion : selecting communication channels -- pt. 5. Managing social marketing programs -- Developing a plan for monitoring and evaluation -- Establishing budgets and finding funding -- Creating an implementation plan and sustaining behavior.
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