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Book Cover
Author Deshpande, Sameer, author

Title Social marketing in India / Sameer Deshpande, Nancy R. Lee
Published New Delhi : SAGE, 2013
Online access available from:
EBSCO eBook Academic Collection    View Resource Record  


Description 1 online resource (xiii, 424 pages) : illustrations
Contents Foreword Philip Kotler -- I: UNDERSTANDING SOCIAL MARKETING -- Defining Social Marketing -- 10 Steps in the Strategic Marketing Planning Process -- 16 Tips for Success -- II: ANALYZING THE SOCIAL MARKETING ENVIRONMENT -- Determining Research Needs and Options -- Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis -- III: SELECTING TARGET AUDIENCES, OBJECTIVES, AND GOALS -- Segmenting, Evaluating, and Selecting Target Audiences -- Setting Behavior Objectives and Goals -- Identifying Barriers, Benefits, the Competition, and Influential Others -- IV: DEVELOPING SOCIAL MARKETING STRATEGIES -- Crafting a Desired Positioning -- Product: Creating a Product Platform -- Price: Determining Monetary and Nonmonetary Incentives and Disincentives -- Place: Making Access Convenient and Pleasant -- Promotion: Deciding on Messages, Messengers, and Creative Strategies -- Promotion: Selecting Communication Channels -- V: MANAGING SOCIAL MARKETING PROGRAMS -- Developing a Plan for Monitoring and Evaluation -- Establishing Budgets and Finding Funding -- Creating an Implementation Plan and Sustaining Behavior -- Epilogue -- Appendix: Social Marketing Planning Worksheets -- Name Index -- Subject Index
Summary This book, an adaptation of Nancy R. Lee and Philip Kotler's highly successful book Social Marketing: Influencing Behaviors for Good, 4th Edition, is structured around the ten-step marketing planning process that trains and encourages those in positions responsible for influencing public behaviors to undertake a systematic and comprehensive approach to behaviour change rather than jumping to the stage of producing just ads or distributing condoms. The book will convince readers when employing social marketing, it takes more than this. The book illus
Bibliography Includes bibliographical references and index
Notes Print version record
Subject Social marketing -- India.
Form Electronic book
Author Lee, Nancy R., author
ISBN 8132118677 (electronic bk.)
9788132118671 (electronic bk.)