Test Bank for Social Marketing Behavior Change for Social Good, 6th Edition, Nancy R. Lee, Philip Kotler,
Test Bank for Social Marketing Behavior Change for Social Good, 6th Edition, Nancy R. Lee, Philip Kotler,
$55.00
Description
Test Bank for Social Marketing Behavior Change for Social Good, 6th Edition, Nancy R. Lee, Philip Kotler,
Table of 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, 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: Product: Creating a Product Platform
CHAPTER 11. Step 7: Price: Determining Incentives and Disincentives
CHAPTER 12. Step 7: Place: Making Access Convenient and Pleasant
CHAPTER 13. Step 7: Promotion: Deciding on Messages, Messengers, and Creative Strategies
CHAPTER 14. Step 7: Promotion: Selecting Communication Channels
PART IV. MANAGING SOCIAL MARKETING PROGRAMS
CHAPTER 15. Step 8: Monitoring and Evaluation
CHAPTER 16. Step 9: Budget and Funding Plans
CHAPTER 17. Step 10: Implementation and Sustaining Behaviors Plans
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