000 14456cam a2202401Ii 4500
001 2669
008 110819s20112011caua b 001 0 eng
020 _a1412981492 (paperback : alk. paper)
020 _a9781412981491 (paperback : alk. paper)
040 _aMEF
_beng
_erda
049 _aTR-IsMEF
050 0 0 _aHF5414
_b.L44 2011
100 1 _aLee, Nancy,
_d1945-,
_eauthor.
245 1 0 _aSocial marketing :
_binfluencing behaviors for good /
_cNancy R. Lee, Social Marketing Services, Inc., Philip Kotler, Nortwestern University.
250 _aFourth edition.
264 1 _aThousand Oaks, Calif. :
_bSAGE Publications,
_c2011.
264 4 _a©2011
300 _axi, 502 pages :
_billustrations ;
_c24 cm.
336 _atext
_2rdacontent
337 _aunmediated
_2rdamedia
338 _avolume
_2rdacarrier
500 _aPrev. ed. entered under: Kotler, Philip.
504 _aIncludes bibliographical references and indexes.
520 _aThis is the definitive textbook for the planning and implementation of programs designed to bring about social change. The authors take key marketing principles and show readers how to apply them to campaigns and efforts to improve health, decrease injuries, protect the environment, build communities, and enhance financial well-being. Social marketing has grown in its sophistication and application to a wider array of social problems, and the Fourth Edition captures the momentum and excitement of this burgeoning field.
596 _a1
650 0 _aSocial marketing.
650 0 _aBehavior modification.
700 1 _aKotler, Philip,
_eauthor.
700 1 _aKotler, Philip.
_tSocial marketing.
900 _aMEF Üniversitesi Kütüphane katalog kayıtları RDA standartlarına uygun olarak üretilmektedir / MEF University Library Catalogue Records are Produced Compatible by RDA Rules
910 _aÇağlayan
942 _2lcc
_cBKS
_01
970 0 1 _aForeword,
_cAlan R. Andreasen,
_fAndreasen, Alan R.,
_pxi.
970 1 2 _tPart 1: understanding social marketing,
_p1.
970 1 2 _tChapter 1. defining social marketing,
_p2.
970 1 2 _tMarketing highlight, sustainable Malaria prevention: netmark's success story in Africa (1999-2009),
_p3.
970 1 1 _tWhat is social marketing?,
_p7.
970 1 1 _tWhere did the concept originate?,
_p12.
970 1 1 _tHow does social marketing differ from commercial marketing?,
_p14.
970 1 1 _tHow does social marketing differ from nonprofit marketing, public sector marketing, and cause promotions?,
_p16.
970 1 1 _tWhat is social marketing's unique value proposition?,
_p16.
970 1 1 _tWho does social marketing?,
_p17.
970 1 1 _tWhat social issues can benefit from social marketing?,
_p20.
970 1 1 _tWhat are other ways to impact social issues?,
_p23.
970 1 1 _tWhat is the social marketer's role in influencing upstream factors and midstream audiences?,
_p25.
970 0 1 _aChapter summary,
_p26.
970 1 2 _tMarketing dialogue, when is social marketing "social marketing"? when is it something else?,
_p26.
970 1 2 _tChapter 2. 10 steps in the strategic marketing planning process,
_p32.
970 1 2 _tMarketing highlight, scooping the poop in Austin, Texas (2001-2009),
_p33.
970 1 1 _tMarketing planning: process and influences,
_p37.
970 1 1 _t10 steps to developing a social marketing plan,
_p39.
970 1 1 _tWhy is a systematic, sequential planning process important?,
_p50.
970 1 1 _tWhere does marketing research fit in the planning process?,
_p51.
970 0 1 _aChapter summary,
_p52.
970 1 2 _tMarketing dialogue social marketing contributes to social good ("good" defined by whom?),
_p52.
970 1 2 _tChapter 3. 16 tips for success,
_p55.
970 1 2 _tMarketing highlight. reducing "drink driving" in Australia (2003-2009),
_p56.
970 1 1 _t16 tips for success,
_p58.
970 0 1 _aChapter summary,
_p75.
970 1 2 _tMarketing dialogue. The seatbelt man,
_p76.
970 1 2 _tPart II: analyzing the social marketing environment,
_p80.
970 1 2 _tChapter 4. determining research needs and options,
_p81.
970 1 2 _tMarketing highlight, increasing family planning in Pakistan (2007),
_p82.
970 1 1 _tMajor research terminology,
_p85.
970 1 1 _tSteps in developing a research plan,
_p96.
970 1 1 _tResearch "that won't break in the bank",
_p99.
970 0 1 _aChapter summary,
_p100.
970 1 2 _tResearch highlight, the "yes" intiative for youth employment in Maldives (2007),
_p101.
970 1 2 _tChapter 5. choosing a purpose and focus for your plan and conducting a situation analysis,
_p106.
970 1 2 _tMarketing highlight, reducing diarrheal disease in India: the ORS-Zinc solution (2008-2010),
_p107.
970 1 1 _tStep 1: describe the background, purpose, and focus of your plan, and step 2: conduct a situation analysis,
_p111.
970 1 1 _tEthical consideration when choosing a focus for your plan,
_p121.
970 0 1 _aChapter summary,
_p122.
970 1 2 _tResearch highlight, focus groups to inform Neustro Barrio: an edutainment soap opera (2006),
_p123.
970 1 2 _tPart III: selecting target audiences, objectives, and goals,
_p127.
970 1 2 _tChapter 6. segmenting, evaluating and selecting target audiences,
_p128.
970 1 2 _tMarketing highlight, reducing taboccı use in the United States: Legacy's small innovative grants program recognizes "one size never fits all" (2010),
_p129.
970 1 1 _tStep 3: select target audiences,
_p134.
970 1 1 _tSteps involved in selecting target audiences,
_p135.
970 1 1 _tVariables used to segment markets,
_p136.
970 1 1 _tCriteria for evaluating segments,
_p149.
970 1 1 _tHow target audiences are selected,
_p150.
970 1 1 _tWhat approach should be chosen?,
_p151.
970 1 1 _tEthical considerations when selecting target audiences,
_p152.
970 0 1 _aChapter summary,
_p152.
970 1 2 _tResearch highlight. "You know different": Barriers and benefits research informing a youth HIV testing campaign (2005),
_p153.
970 1 2 _tChapter 7. setting behavior objectives and goals,
_p160.
970 1 2 _tMarketing highlight, seafood watch: infleuncing sustainable seafood choices (2010),
_p161.
970 1 1 _tStep 4: set objectives and target goals,
_p164.
970 1 1 _tBehavior objectives,
_p166.
970 1 1 _tKnowledge and belief objectives,
_p168.
970 1 1 _tTarget goals,
_p172.
970 1 1 _tObjectives and target goals are only a draft a this step,
_p179.
970 1 1 _tObjectives and target goals will be used for campaign evaluation,
_p179.
970 1 1 _tEthical considerations when setting objectives and target goals,
_p180.
970 0 1 _aChapter summary,
_p180.
970 1 2 _tResearch highlight: reducing tractor rollover injuries and deaths: a social marketing approach that makes it look easy (2006),
_p181.
970 1 2 _tChapter 8. identfying barriers, benefits the competition, and influential others,
_p185.
970 1 2 _tMarketing highlight, be active: an award-winning program in Birmingham, England (2008-2010),
_p186.
970 1 1 _tStep 5: identify target audience barriers, benefits the competition, and influential others,
_p188.
970 1 1 _tWhat more do you need to know about the target audience?,
_p189.
970 1 1 _tHow do you learn more from and about the target?,
_p194.
970 1 1 _tHow will this help develop your strategy?,
_p201.
970 1 1 _tPotential revision of target audiences, objectives, and goals,
_p204.
970 1 1 _tEthical considerations when researching your target audience,
_p204.
970 0 1 _aChapter summary,
_p205.
970 1 2 _tResearch highlight, reducing drinking and driving in Montana: evaluating a social norms approach (2003),
_p205.
970 1 2 _tPart IV: developing social marketing strategies,
_p212.
970 1 2 _tChapter 9. crafting a desired positioning,
_p213.
970 1 2 _tMarketing highlight, get some: "get yours, grab a handful and go!" New York City's bold campaign to increase condom use (2007-2010),
_p214.
970 1 1 _tPositioning defined,
_p217.
970 1 1 _tStep 6: develop a positioning statement,
_p220.
970 1 1 _tBehavior-focused positioning,
_p221.
970 1 1 _tBarriers-focused positioning,
_p222.
970 1 1 _tBenefits-focused positioning,
_p224.
970 1 1 _tCompetition-focused positioning,
_p226.
970 1 1 _tRepositioning,
_p228.
970 1 1 _tHow positioning relates to branding,
_p230.
970 1 1 _tEthical considerations when developing a positioning statement,
_p230.
970 0 1 _aChapter summary,
_p231.
970 1 2 _tResearch highlight, stopping aquatic hitchikers: a branding strategy (2010),
_p232.
970 1 2 _tChapter 10. product: creating a product platform,
_p239.
970 1 2 _tMarketing highlight, reducing tuberculosis in Peru with a product strategy key to success (1990s),
_p243.
970 1 1 _tProduct: the first "P",
_p244.
970 1 1 _tBranding,
_p254.
970 1 1 _tStep 7: develop the social marketing product platform,
_p256.
970 0 1 _aChapter summary,
_p257.
970 1 2 _tResearch highlight, ethnographic research to study the use of water treatment devices in Andhira Pradesh, India: Path's safe water project (2006-2011),
_p257.
970 1 2 _tChapter 11. price: determining monetary and nonmonetary incentives and disincentives,
_p263.
970 1 2 _tMarketing highlight, increasing water availability in Jordan Using financial incentives (2010),
_p264.
970 1 1 _tPrice: the second "P",
_p268.
970 1 1 _tStep 7: determine monetary and nonmonetary incentives and disincentives,
_p270.
970 1 1 _tSetting prices for tangible objects and services,
_p278.
970 1 1 _tEthical considerations related to pricing strategies,
_p279.
970 0 1 _aChapter summary,
_p280.
970 1 2 _tResearch highlight, formative research: decreasing use of plastic bags and increasing use of reusable bags in Ireland (2002-2004),
_p281.
970 1 2 _tChapter 12. place: making access convenient and pleasant,
_p285.
970 1 2 _tMarketing highlight, recycling made easy in Cape Town, South Africa (2008),
_p286.
970 1 1 _tPlace: the third "P",
_p291.
970 1 1 _tStep 7: develop the place strategy,
_p292.
970 1 1 _tManaging distribution channels,
_p302.
970 1 1 _tEthical considerations when selecting distribution channels,
_p305.
970 0 1 _aChapter summary,
_p305.
970 1 2 _tResearch highlight, bicycling in the Netherlands: what went right? (2010),
_p306.
970 1 2 _tChapter 13. promotion: deciding on messages, messengers, and creative strategies,
_p311.
970 1 2 _tMarketing highlight, rock the bulb: puget sound energy's campaign for increased energy efficiency (2010),
_p312.
970 1 1 _tPromotion: the fourth "P",
_p319.
970 1 1 _tA word about the creative brief,
_p320.
970 1 1 _tMessage strategy,
_p322.
970 1 1 _tMessenger strategy,
_p326.
970 1 1 _tCreative strategy,
_p329.
970 1 1 _tPretesting,
_p342.
970 1 1 _tEthical considerations when deciding on messages, messengers, and creative strategies,
_p344.
970 0 1 _aChapter summary,
_p344.
970 1 2 _tResearch highlight, "no junk mail" in bayside city, Australia: personal interviews and observation research (2009),
_p345.
970 1 2 _tChapter 14. promotion: selecting communication channels,
_p351.
970 1 2 _tMarketing highlight, using text messaging to improve health: a successful pilot for reducing obesity (2008-2009),
_p352.
970 1 1 _tPromotion: selecting communication channels,
_p356.
970 1 1 _tTraditional media channels,
_p359.
970 1 1 _tNontraditional and new media channels,
_p365.
970 1 1 _tFactors guiding communication channel decisions,
_p374.
970 1 1 _tEthical considerations when selecting communication channels,
_p378.
970 0 1 _aChapter summary,
_p380.
970 1 2 _tResearch highlight, financial literacy road shows in Ghana: a qualitative impact assessment to inform future efforts (2007-2008),
_p381.
970 1 2 _tPart V: managing social marketing programs,
_p387.
970 1 2 _tChapter 15. developing a plan for monitoring and evaluation,
_p388.
970 1 2 _tMarketing highlight, evaluating a commitment contract for smoking cessation in the Phillippines (2006),
_p389.
970 1 1 _tStep 8: develop a plan for monitoring and evaluation,
_p392.
970 1 1 _tWhy are you conducting this measurement?,
_p393.
970 1 1 _tWhat will you measure?,
_p395.
970 1 1 _tHow will you measure?,
_p403.
970 1 1 _tWhen will you measure?,
_p404.
970 1 1 _tHow much will it cost?,
_p405.
970 1 1 _tEthical considerations in evaluation planning,
_p405.
970 0 1 _aChapter summary,
_p406.
970 1 2 _tResearch highlight, increasing breast cancer screening rates in Tokyo, Japan: demonstrating the benefits of monitoring efforts to reach goals (2009-2010),
_p406.
970 1 2 _tChapter 16. establishing budgets and finding funding,
_p411.
970 1 2 _tMarketing highlight, the heart truth: mobilizing partners to help spread the word (2002-2010),
_p412.
970 1 1 _tStep 9: establish budgets and find funding sources,
_p417.
970 1 1 _tDetermining budgets,
_p417.
970 1 1 _tJustifying the budget,
_p419.
970 1 1 _tFinding sources for additional funding,
_p421.
970 1 1 _tAppealing to funders,
_p427.
970 1 1 _tRevising your plan,
_p428.
970 1 1 _tEthical considerations when establishing funding,
_p429.
970 0 1 _aChapter summary,
_p430.
970 1 2 _tChapter 17. creating an implementation plan ans sustaining behavior,
_p432.
970 1 2 _tMarketing highlight, "let's move!" first lady Michelle Obama's initiative to reduce childhood obesity (2010),
_p433.
970 1 1 _tStep 10: complete an implementation plan,
_p437.
970 1 1 _tPhasing,
_p442.
970 1 1 _tSustainability,
_p446.
970 1 1 _tSharing and selling your plan,
_p449.
970 1 1 _tEthical considerations when implementing plans,
_p450.
970 0 1 _aChapter summary,
_p453.
970 1 2 _tResearch highlight, turn it off: an anti-idling campaign (2007),
_p454.
970 0 1 _aEpilogue,
_p458.
970 1 1 _tAppendix A: social marketing planning worksheets,
_p459.
970 1 1 _tAppendix B: social marketing resources,
_p472.
970 0 1 _aName index,
_p483.
970 0 1 _aSubject index,
_p490.
970 0 1 _aAbout the authors,
_p501.
999 _c11951
_d11951
003 KOHA