Cover image not available
Previous edition: 2012.And Selecting Target Audiences
Marketing Highlight: Increasing Alternative Transportation by Targeting a Group Open to Change
Step 3: Select Target Audiences
Steps Involved in Selecting Target Audiences
Variables Used to Segment Markets
Criteria for Evaluating Segments
How Target Audiences Are Selected
What Approach Should Be Chosen?
Ethical Considerations When Selecting Target Audiences
Chapter 6: Setting Behavior Objectives And Target Goals
Marketing Highlight: Reducing Deaths at Railroad Crossings in India
Step 4: Set Behavior Objectives and Target Goals
Behavior Objectives
Knowledge and Belief Objectives
Target Goals
Objectives and Target Goals Are Only a Draft at This Step
Objectives and Target Goals Will Be Used for Campaign Evaluation
Ethical Considerations When Setting Objectives and Target Goals
Chapter 7: Identifying Barriers, Benefits
Part 1: Understanding Social Marketing
Chapter 1: Defining And Distinguishing Social Marketing
Marketing Highlight: Ending Polio in India
What is Social Marketing?
Where Did the Concept Originate?
How Does Social Marketing Differ From Commercial Marketing?
How Does Social Marketing Differ From Other Related Disciplines, Behavior Change Theories and Models, and Promotional Tactics?
What Is Social Marketing’s Unique Value Proposition?
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 and Midstream Audiences?
When Is Social Marketing “Social Marketing”? When Is It Something Else?
Chapter 2: 10 Steps In The Strategic Marketing Planning Process
Marketing Highlight: Water Sense
Marketing Planning: Process and Influences
10 Steps to Developing a Social Marketing Plan
Why Is a Systematic, Sequential Planning Process Important?
Where Does Marketing Research Fit in the Planning Process?
Marketing Dialogue
Part 2: Analyzing The Social Marketing Environment
Chapter 3: Determining Research Needs And Options
Marketing Highlight: Decreasing Use of Mobile Phones While Driving
Major Research Terminology
Steps In Developing a Research Plan
Research “That Won’t Break the Bank”
Chapter 4: Choosing A Social Issue, Purpose And Focus For Your Plan And Conducting A Situation Analysis
Marketing Highlight: Every Child By Two
Step 1: Describe the Social Issue, Background, Purpose, and Focus of Your Plan, and Step 2: Conduct a Situation Analysis (SWOT)
Ethical Considerations When Choosing a Focus for Your Plan
Part 3: Selecting Target Audiences, Objectives, and Goal
Chapter 5: Segmenting, Evaluating
OBNB doesn't sell books, but you may be able to find a copy at one of these websites:
Social marketing : changing behaviors for good by Nancy R. Lee. ISBN 9781483308364. Published by SAGE in 2015. Publication and catalogue information, links to buy online and reader comments.