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· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781071851647
· 쪽수 : 545쪽
목차
PART I. UNDERSTANDING SOCIAL MARKETING
1. Defining and Distinguishing Social Marketing
2. 10-Step Strategic Planning Model
3. Research Options
4. Behavior Change Theories, Models, and Frameworks
PART II. DETERMINING PLAN PURPOSE, FOCUS, AUDIENCE, BEHAVIORS, INSIGHTS
5. Steps 1: Social Issue, DEI Considerations, Purpose, Focus, and
Setps 2: Situation Analysis
6. Step 3: Selecting Priority Audiences
7. Step 4: Behavior Objectives and Target Goals
8. Step 5: Audience Insights
PART III. DEVELOPING MARKETING INTERVENTION STRATEGIES
9. Step 6: Crafting a Desired Positioning
10. Step 7.1: Product: Creating a Product Platform
11. Step 7.2: Price: Determining Incentives and Disincentives
12. Step 7.3: Place: Making Access Convenient and Pleasant
13. Step 7.4: Promotion: Deciding on Messages, Messengers, Creative Strategies, and Communication Channels
PART IV. MANAGING SOCIAL MARKETING PROGRAMS
14. Step 8: Monitoring and Evaluation
15. Step 9: Budget and Funding Plans
16. Step 10: Implementation and Sustaining Behaviors Plans