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Social Marketing : Strategies for Changing Public Behavior
ISBN: 9780029184615 | 0029184614
Format: HardcoverPublisher: Free Press
Pub. Date: 10/30/1989
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The authors explain how the thousands of agencies around the world who are devoted to social change can better implement their resources to achieve maximum results and thereby best attain their goals. Illustrated.
| Preface | p. ix |
| Acknowledgments | p. xi |
| Understanding Social Marketing | |
| The Nature and Role of Social Campaigns to Change Public Behavior | p. 3 |
| The Social Marketing Approach to Social Change | p. 24 |
| Social Marketing Research | p. 62 |
| Analyzing the Social Marketing Environment | |
| Mapping the Social Marketing Environment | p. 79 |
| Analyzing the Behavi... MORE | p. 91 |
| Analyzing the Diffusion of Social Products | p. 119 |
| Developing Social Marketing Programs | |
| Designing the Social Product | p. 139 |
| Making the Social Product Available: Distribution Channels | p. 161 |
| Managing the Costs of Adoption | p. 174 |
| Promoting Through Mass Communication | p. 190 |
| Promoting Through Selective Communication | p. 212 |
| Promoting Through Personal Communication | p. 221 |
| Triggering Target Adopters' Actions | p. 238 |
| Managing Service Delivery and Target Adopters' Satisfaction | p. 248 |
| Mobilizing Influence Groups | p. 259 |
| Managing Social Marketing | |
| Developing the Social Marketing Plan | p. 275 |
| Organizing and Implementing Social Marketing Programs | p. 295 |
| Controlling Social Marketing Programs | p. 322 |
| Evaluating Social Marketing Programs | p. 342 |
| Epilogue | p. 369 |
| Notes | p. 371 |
| Index | p. 391 |
| Table of Contents provided by Syndetics. All Rights Reserved. |
Philip Kotler, an internationally renowned expert on social marketing, is S.C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University. The winner of several distinguished marketing awards and consultant to major corporations, he is the author of thirteen books that have appeared in fifteen languages. Eduardo L. Roberto is the Coca-Cola Foundation Professor of International Marketing at the Asian Institute of Management in Manila. He has worked in social programs throughout the world ranging from population control and rural development programs to campaigns to improve nutrition and health education, and is the author of Strategic Decision Making in a Social Program.
