Social marketing : improving the quality of life /
| Главный автор: | |
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| Другие авторы: | , |
| Формат: | |
| Язык: | English |
| Опубликовано: |
Thousand Oaks, Calif. :
Sage Publications,
c2002.
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| Редактирование: | 2nd ed. |
| Предметы: |
Оглавление:
- Understanding social marketing. Defining social marketing. Outlining the strategic marketing planning process. Discovering keys to success
- Analyzing the social marketing environment. Determining research needs and resources. Mapping the internal and external environments
- Establishing target audiences, objectives, and goals. Selecting target markets. Setting objectives and goals. Deepening our understanding of the target audience and the competition
- Developing social marketing strategies. Product: designing the market offering. Price: managing costs of behavior change. Place: making access convenient. Promotion: creating messages. Promotion: selecting media channels
- Managing social marketing programs. Developing a plan for evaluation and monitoring. Establishing budgets and finding funding sources. Completing an implementation plan and sustaining behavior. Making ethical decisions.