Social Marketing Changing Behaviors for Good 5th Edition Lee Test Bank
Product details:
- ISBN-10 : 1452292140
- ISBN-13 : 978-1452292144
- Author: Nancy R. Lee
Social Marketing: Changing Behaviors for Good is the definitive textbook for the planning and implementation of programs designed to influence social change. No other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action. Nancy R. Lee (a preeminent lecturer, consultant, and author in social marketing) and Philip Kotler (an influential individual in the field who coined the term “social marketing” in 1971 with Gerald Zaltman) demonstrate how traditional marketing principles and techniques are successfully applied to campaigns and efforts to improve health, decrease injuries, protect the environment, build communities and enhance financial well-being.
Table contents:
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
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