Social Marketing: Influencing Behaviors for Good

Voorkant
SAGE, 2008 - 444 pagina's
2 Recensies
Foreword - Alan Andreasen
Dedication
PART I: UNDERSTANDING SOCIAL MARKETING
Chapter 1: Defining Social Marketing
Marketing Highlight: "Save the Crabs. Then Eat Them."
What Is Social Marketing?
Where Did the Concept Originate?
How Does Social Marketing Differ from Commercial Sector Marketing?
How Is It Different from Nonprofit Marketing, Public Sector Marketing and Cause Promotions?
Who Does Social Marketing?
What Social Issues Can Benefit from Social Marketing?
What Are Other Ways to Impact Social Issues?
What Is the Social Marketer’s Role in Influencing Upstream Factors?
Chapter 2: Steps in the Strategic Marketing Planning Process
Marketing Highlight: Summer Scorecard"
Marketing Planning: Process and Influences
10 Steps to Develop A Social Marketing Plan
Why Is a Systematic, Sequential Planning Process Important?
Where Does Marketing Research Fit In the Planning Process?
Marketing Dialogue
Chapter 3: Discovering Keys to Success
Marketing Highlight: "Competitive Analysis: A Fat Chance Pays Off in the UK"
12 Principles for Success
PART II: ANALYZING THE SOCIAL MARKETING ENVIRONMENT
Chapter 4: Determining Research Needs and Options
Marketing Highlight: "Jordan Water Efficiency Program"
Major Research Terminology
When Research is Used in the Planning Process
Steps in Developing a Research Plan
Research "That Won’t Break the Bank"
Chapter 5: Mapping the Internal and External Environments
Marketing Highlight: "Above the Influence: National Youth Anti-Drug MediaCampaign"
Mapping the Internal and External Environments
PART III: ESTABLISHING TARGET AUDIENCES OBJECTIVES AND GOALS
Chapter 6: Selecting Target Markets
Marketing Highlight: "Freedom from Fear: Targeting Male Perpetrators of Intimate Partner Violence"
Step #3: Selecting Target Markets
Steps Involved in Selecting Target Markets
Variables Used to Segment Markets
Criteria for Evaluating Segments
How Target Markets are Selected
What Approach Should be Chosen
Research Highlight: "Encouraging African-American Women to ‘Take Charge. Take the Test.’"
Chapter 7: Setting Objectives and Goals
Marketing Highlight: "An Inconvenient Truth and A Social Marketing Story"
Step #4: Setting Objectives and Goals
Behavior Objectives
Knowledge and Belief Objectives
The Nature of Social Marketing Goals
Objectives and Goals are Only a Draft at This Step
Objectives and Goals will Be Used for Campaign Evaluation
Research Highlight: CDC’s "Behavior Risk Factor Surveillance System (BRFSS)"
Chapter 8: Deepening Your Understanding of the Target Market and the Competition
Marketing Highlight: "Is Your Family Prepared? Public Safety Canada"
Step #5: Identify Target Market Barriers, Benefits and the Competition
What More Do You Need to Know About the Target Market?
How Do You Learn More From and About the Target Market?
How Will This Help Develop Your Strategy?
Potential Revision of Target Markets, Objectives and Goals
Research Highlight: "Formative Research to Introduce an e-Health Network in the Ticino Canton, Switzerland"
PART IV: DEVELOPING SOCIAL MARKETING STRATEGIES
Chapter 9: Creating a Desired Positioning
Marketing Highlight: "Road Crew ‘Guess Who’s Having Fun Tonight’"
Positioning Defined
Step #6: Developing a Positioning Statement for Social Marketing Products
Behavior-Focused Positioning
Barriers-Focused Positioning
Benefit-Focused Positioning
Competition-Focused Positioning
Repositioning-Focused
How Positioning Relates to Branding
Research Highlight: "American Legacy Foundation - truth® campaign"
Chapter 10: Product: Creating a Product Platform
Marketing Highlight: AARP’s ‘Don’t Vote’ Campaign"
Product: The First "P"
Step #7: Developing the Social Marketing Product Platform
Branding
Research Highlight: "The Food Stamp Media Campaign"
Chapter 11: Determining Monetary & Nonmonetary Incentives & Disincentives
Marketing Highlight: "Recognition and Rewards Program for Healthier Eating Establishments in Singapore"
Price: The Second "P"
Step #7: Determining Monetary and Nonmonetary Incentives and Disincentives
Setting Prices for Tangible Objects and Services
Research Highlight: "Click It or Ticket Observation Research"
Chapter 12: Place: Making Access Convenient and Pleasant
Marketing Highlight: "Social Franchising of Family Planning Service Delivery-A Rising Sun in Nepal"
Place: The Third "P"
Step #7: Developing the Place Strategy
Managing Distribution Channels
Research Highlight: "Needle Exchange: From The Tipping Point"
Chapter 13: Creating Messages, Choosing Messengers & Developing Creative Strategies
Marketing Highlight: "TO COME
Promotion: The Fourth "P"
A Word About the Creative Brief
Message Strategy
Messenger Strategy
Creative Strategy
Pretesting
Research Highlight: "Measuring Campaign Impact of the Meth Project in Montana"
Chapter 14: Promotion: Selecting Communication Channels
Marketing Highlight: "Marketing Social Marketing in England"
Promotion: Selecting Communication Channels
Traditional Media Channels
Non-Traditional & New Media Channels
Factors Guiding Communication Channel Decisions
Research Highlight: "Measuring the Impact of Health Content on Popular TV Shows"
PART V: MANAGING SOCIAL MARKETING PROGRAMS
Chapter 15: Developing a Plan for Monitoring and Evaluation
Marketing Highlight: "Youth Suicide Prevention"
Step #8: Developing a Plan for Monitoring and Evaluation
Why Are You Conducting This Measurement?
What Will You Measure?
How Will You Measure?
When Will You Measure?
How Much Will It Cost?
Research Highlight: "Improving Service Delivery at the Internal Revenue Service"
Chapter 16: Establishing Budgets & Finding Funding Partners
Marketing Highlight: "Go Red for Women"
Step #9: Establishing Budgets
Determining Budgets
Justifying the Budget
Finding Sources for Additional Funding
Appealing to Funders
Revising Your Plan
Chapter 17: Creating an Implementation Plan and Sustaining Behavior
Marketing Highlight: "Turn It Off: An Anti-Idling Campaign in Canada"
Step #10: Creating an Implementation Plan
Phasing
Sustainability
Sharing and Selling Your Plan
Appendix A: Social Marketing Planning Worksheets
Appendix B: Social Marketing Resources
Credits
Name Index
Subject Index
About the Authors.
 

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Over de auteur (2008)

Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Chicago. Kellogg was voted the ¿Best Business School¿ for six years in Business Week¿s survey of United States business schools. It is also rated as the ¿Best Business School for the Teaching of Marketing.¿ Professor Kotler has significantly contributed to Kellogg¿s success through his many years of research and teaching there.He received his master¿s degree at the University of Chicago and his Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.Professor Kotler is the author of Marketing Management, the most widely adopted marketing book in MBA programs; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; High Visibility; Social Marketing; Marketing Places; Marketing for Hospitality and Tourism; Museum Strategy and Marketing; Standing Room Only; The Marketing of Nations, and Kotler on Marketing. He has published over 100 articles in leading journals, several of which have received best-article awards.He has been Chairman of the College of Marketing of the Institute of Management Sciences, Director of the American Marketing Association, Trustee of the Marketing Science Institute, Director of the MAC Group, former member of the Yankelovich Advisory Board, and member of the Copernicus Advisory Board. He has been a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation.

Nancy Lee, MBA, is President of Social Marketing Services, Inc. in Seattle, Washington, and an adjunct faculty member at the University of Washington, and the University of South Florida, where she teaches social marketing and marketing in the public sector. With more than 25 years of practical marketing experience in the public and private sectors, Ms. Lee has held numerous corporate marketing positions, including Vice President and Director of Marketing for Washington State s second largest bank and Director of Marketing for the region s Children s Hospital and Medical Center.Ms. Lee has consulted with more than 100 nonprofit organizations and has participated in the development of more than 200 social marketing campaign strategies for public sector agencies. Clients in the public sector include the Centers for Disease Control and Prevention (CDC), Environmental Protection Agency (EPA), Washington State Department of Health, Office of Crime Victims Advocacy, county Health and Transportation Departments, Department of Ecology, Department of Fisheries and Wildlife, Washington Traffic Safety Commission, City of Seattle, and Office of Superintendent of Public Instruction. Campaigns developed for these clients targeted issues listed below: - Health: teen pregnancy prevention, HIV/AIDS prevention, nutrition education, diabetes prevention, adult physical activity, tobacco control, arthritis diagnosis and treatment, immunizations, dental hygiene, senior wellness, and eating disorder awareness Safety: drowning prevention, underage drinking and driving, youth suicide prevention, binge drinking, pedestrian safety, and safe gun storage Environment: natural gardening, preservation of fish and wildlife habitat, recycling, trip reduction, water quality, and water and power conservationShe has conducted social marketing workshops for more than 2,000 public sector employees involved in developing public behavior change campaigns in the areas of health, safety, the environment and financial well being. She has been a keynote speaker on social marketing at conferences for improved water quality, energy conservation, family planning, nutrition, recycling, teen pregnancy prevention, and tobacco control.Ms. Lee has coauthored seven other books with Philip Kotler: Social Marketing: Improving the Quality of Life (2002), Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause (2005), Marketing in the Public Sector: A Roadmap for Improved Performance (2006), Social Marketing: Influencing Behaviors for Good (2008), UP and OUT of Poverty: The Social Marketing Solution (2009), Social Marketing in Public Health (2010), and, Social Marketing to Protect the Environment (2011). . She has also contributed articles to the Stanford Social Innovation Review, Social Marketing Quarterly, Journal of Social Marketing and The Public Manager. (See more on Nancy Lee at www.socialmarketingservice.com)

Bibliografische gegevens