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Social marketing: improving the quality of life

Author: Kotler, Philip ; Roberto, Ned ; Lee, NancyPublisher: Sage, 2002.Edition: 2nd ed.Language: EnglishDescription: 438 p. : Graphs ; 24 cm.ISBN: 0761924345Type of document: BookBibliography/Index: Includes index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.127 .K68 2002
(Browse shelf)
001177959
Available 001177959
Total holds: 0

Includes index

Digitized

Improving the Quality of Life Contents Social Marketing Foreword Preface Acknowledgments xi xiii xv PART I Understanding Social Marketing CHAPTER I Defining Social Marketing 3 4 5 8 10 12 14 17 19 21 Marketing Highlight: The 21st Century What Is Social Marketing? Where Did the Concept Originate? How Does Social Marketing Differ From Commercial Sector Marketing? When Is Social Marketing Used and for What Purpose? What Social Issues Can Benefit From Social Marketing? What Are Other Ways to Influence Public Behavior? How Does Social Marketing Relate to Other Approaches? Marketing Dialogue CHAPTER 2 Outlining the Strategic Marketing Planning Process Marketing Highlight: Lowering Blood Pressure Chapter Overview What Are the Steps in the Social Marketing Planning Process? Why Is a Systematic Planning Process Important? Where Does Marketing Research Fit Into the Planning Process? 29 30 34 34 43 44 CHAPTER 3 Discovering Keys to Success Marketing Highlight: Tobacco Prevention Chapter Overview What Is a Successful Campaign? What Are the Key Elements of Successful Campaigns? Beyond Success 47 48 51 51 51 66 PART II Analyzing the Social Marketing Environment CHAPTER 4 Determining Research Needs and Resources Marketing Highlight: Blood Donation Chapter Overview When Is Research Used in the Planning Process? What Major Types of Research Are Used? What Steps Are Included in Designing a Research Project? Research Highlight: Quantitative and Qualitative Research for Breast Cancer Screening 73 74 77 77 77 81 85 CHAPTER 5 Mapping the Internal and External Environments Marketing Highlight: Tobacco Industry Response Chapter Overview Choose a Campaign Focus Identify a Campaign Purpose Conduct a SWOT Analysis Research Highlight: Personal Interviews for Caring Adult Relationships With Youth Marketing Dialogue 91 92 94 95 97 97 105 107 PART Ill Establishing Target Audiences, Objectives, and Goals CHAPTER 6 Selecting Target Markets Marketing Highlight: Physical Activity Chapter Overview What Steps Are Involved in Target Marketing? What Variables Are Used to Segment Markets? III 112 116 116 117 What Criteria Are Used for Evaluating Segments? How Are Target Markets Selected? What Approach Should Be Chosen? Research Highlight: Self-Administered Survey for Psychographic Segmentation 124 128 129 132 CHAPTER 7 Setting Objectives and Goals Marketing Highlight: Water Conservation Chapter Overview Behavior Objectives Knowledge and Belief Objectives The Nature of Social Marketing Goals Objectives and Goals at the Draft Stage The Role of Objectives and Goals in Campaign Evaluation Research Highlight: Secondary Data for Program Goal Setting 137 138 142 143 146 148 154 154 156 CHAPTER 8 Deepening Our Understanding of the Target Audience and the Competition Marketing Highlight: Drinking and Driving Chapter Overview What More Do We Need to Know About Our Target Audience? What Models Might Be Used to Explore Our Audience Perspectives Further? Who Is the Competition in a Social Marketing Environment? What Are Four Key Tactics to Create Competitive Advantages? Why Is It Necessary to Review and Potentially Revise Target Markets, Objectives, and Goals After This Step? Research Highlight: Formative and Evaluation Research Using Qualitative and Quantitative Techniques 161 162 166 167 169 174 175 179 182 PART IV Developing Social Marketing Strategies CHAPTER 9 Product: Designing the Market Offering Marketing Highlight: Women and Infant Children Programs (WIC) Chapter Overview What Is the Product in a Social Marketing Effort? What Are Three Levels of the Product? What Decisions Will Need to Be Made at Each Level 189 190 194 195 195 198 How Are These Decisions Made and How Do They Affect the Product's Positioning? Research Highlight: Focus Groups for Increased Contraceptive Use 203 208 CHAPTER I0 Price: Managing Costs of Behavior Change Marketing Highlight: Litter Prevention Chapter Overview What Is the Price of a Social Marketing Product? What Are Major Categories and Types of Costs? What Are Major Strategies for Managing Costs? What Pricing-Related Tactics Are Used to Manage Costs and Balance the Scale? Considerations When Setting Prices for Tangible Objects and Services Research Highlight: Informal Interviews for Teen Sexual Abstinence 213 214 217 217 217 220 220 229 231 CHAPTER I I Place: Making Access Convenient Marketing Highlight: Safe Gun Storage Chapter Overview What Is Place in a Social Marketing Environment? What Is the Objective When Developing a Place Strategy? How Do We Make Access to the Social Marketing Product More Convenient? What Are Guidelines for Managing More Formal Distribution Channels? Research Highlight: Observation Research for Needle Exchange Programs 237 238 242 243 243 244 251 254 CHAPTER 12 Promotion: Creating Messages Marketing Highlight: Sexual Assault Prevention Chapter Overview Message Strategy: What Do We Want to Say? Message Execution Strategy: How Do We Want to Say It? 259 260 264 264 266 Principles and Theories for Decision Making: Designing Messages and Choosing an Executional Strategy Pretesting Research Highlight: Telephone Survey for Prevention of Sudden Infant Death Syndrome (SIDS) 273 279 283 CHAPTER 13 Promotion: Selecting Media Channels Marketing Highlight: AIDS Prevention Chapter Overview What Are Major Media Channels to Consider? Choosing Specific Media Vehicles What Timing Decisions Need to Be Made? What Factors Influence Media Strategies? What Principles Can Guide Decision Making? Research Highlight: Clinical Trial for Skin Cancer Detection 287 288 292 292 303 303 304 307 315 PART V Managing Social Marketing Programs CHAPTER 14 Developing a Plan for Evaluation and Monitoring 323 Marketing Highlight: Nutrition Chapter Overview What Will Be Measured? How Will It Be Measured? When Will It Be Measured? Additional Considerations and Concerns Research Highlight: Evaluation Planning for Team Nutrition Program 324 327 327 332 333 334 337 CHAPTER 15 Establishing Budgets and Finding Funding Sources 345 Marketing Highlight: Suicide Prevention Chapter Overview Determining Budgets Finding Funding Sources Appealing to Funders Implications to the Draft Plan Research Highlight: Baseline and Tracking Survey for Drowning Prevention 346 348 349 351 360 362 364 CHAPTER 16 Completing an Implementation Plan and Sustaining Behavior Marketing Highlight: Water Quality Chapter Overview Implementation Plans Sustainability 371 372 376 376 383 CHAPTER 17 Making Ethical Decisions Marketing Highlight: Animal Rights Chapter Overview Ethical Considerations: At Every Decision Point American Marketing Association Code of Ethics 391 392 394 395 399 Appendix: Social Marketing Planning Worksheet Credits Name Index Subject Index About the Authors 405 419 421 423 435

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