TY  - BOOK
AU  - Lee, Nancy R.
AU  - Kotler, Philip
AU  - Colehour, Julie
TI  - Social marketing: behavior change for good
SN  - 9781071851647
U1  - 658.872 
PY  - 2024///
CY  - California
PB  - SAGE Publications, Inc.
KW  - Behavior modification
N1  - Table of contents:

Foreword
 Part I • Understanding Social Marketing
  CHAPTER 1 • Defining and Distinguishing Social Marketing    
  CHAPTER 2 • 10-Step Strategic Planning Model    
  CHAPTER 3 • Research Options    
  CHAPTER 4 • Behavior Change Theories, Models, and Frameworks  

Part II • Determining Plan Purpose, Focus, Audience, Behaviors, Insights
  CHAPTER 5 • Steps 1 & 2: Social Issue, DEI Considerations, Purpose, Focus, Situation Analysis    
  CHAPTER 6 • Step 3: Selecting Priority Audiences    
  CHAPTER 7 • Step 4: Behavior Objectives and Target Goals    
  CHAPTER 8 • Step 5: Audience Insights  

Part III • Developing Marketing Intervention Strategies
  CHAPTER 9 • Step 6: Crafting a Desired Positioning    
  CHAPTER 10 • Step 7.1: Product: Creating a Product Platform    
  CHAPTER 11 • Step 7.2: Price: Determining Incentives and Disincentives    
  CHAPTER 12 • Step 7.3: Place: Making Access Convenient and Pleasant    
  CHAPTER 13 • Step 7.4: Promotion: Deciding on Messages, Messengers, Creative Strategies, and Communication Channels  

Part IV • Managing Social Marketing Programs
  CHAPTER 14 • Step 8: Monitoring and Evaluation    
  CHAPTER 15 • Step 9: Budget and Funding Plans    
  CHAPTER 16 • Step 10: Implementation and Sustaining Behaviors Plans  

Epilogue
Appendix
References
 
Index
N2  - Successful social marketing holds the power to change the world.  Social Marketing: Behavior Change for Good, 7th Edition is the definitive guide for designing and implementing memorable social marketing campaigns. Authors Nancy R. Lee, Philip Kotler, and Julie Colehour present a proven 10-step strategic marketing plan and guides students through each stage of the process. The 7th Edition is packed with 12 new cases and dozens of new examples related to today's most pressing social problems including the COVID-19 pandemic, natural disasters, equity and inclusion, and homelessness. The new edition also includes significantly expanded coverage of social media. Whether your students are on a mission to improve public health,  protect the environment, or galvanize their community, they will find Social Marketing an invaluable resource.

(https://us.sagepub.com/hi/nam/social-marketing/book275147)
ER  -