Competition-Focused Positioning. How Positioning Relates to Branding. Ethical Considerations for Developing a Positioning Statement. Design Thinking. Ethical Considerations for Product Platform. Step 7: Determine Incentives and Disincentives. More on Commitments and Pledges. Setting Prices for Tangible Goods and Services. Ethical Considerations for Pricing Strategies. Step 7: Develop Place Strategy. Social Franchising. Managing Distribution Channels.
Step 7: Develop a Promotion Strategy. A Word About Creative Briefs. Message Strategy. Messenger Strategy. Creative Strategy. Promotion: Selecting Communication Channels. Traditional Communication Channels. The New Communication Channels.
Product Integration. Factors Guiding Communication Channel Decisions. Step 8: Develop a Plan for Evaluation. What Will You Measure? How Will You Measure? When Will You Measure? How Much Will It Cost?
Ethical Considerations in Evaluation Planning. Step 9: Budgets and Funding Sources. Determining Budgets. Justifying the Budget. Finding Sources for Additional Funding. Appealing to Funders. Revising Your Plan. Ethical Considerations When Establishing Funding. Step Complete an Implementation Plan. Anticipating Forces Against Change. Sharing and Selling Your Plan.
Ethical Considerations When Implementing Plans. Supplements Instructor Resources study. Chapter-specific discussion questions help launch classroom interaction by prompting students to engage with the material and by reinforcing important content. Social Marketing Planning Worksheets: Appendix A from the printed text will be made available online in an easily-downloadable format for worksheets and hand-outs.
Syllabus provides a sample to start with to customize for your classes. Power Point presentations to assist with lecture preparation. You'll learn how to apply advanced marketing strategies and techniques to systematically put in place the conditions poor people need to escape poverty. Through more than 25 real case studies and examples, you'll learn how these marketing techniques can help promote health, education, community building, personal motivation, and more.
Major sections cover:. Alan Andreasen, Georgetown University professor, writes in the foreword to this book: "What distinguishes this book from others in the field is its excellent combination of the conceptual and practical. Its core includes careful definitions and frameworks. Its structure follows the classical approach to devising and launching effective social marketing campaigns.
Perhaps its greatest value lies in the rich trove of examples, checklists, and warnings that provide both students and practitioners the kind of hands-on guidance they need to do social marketing well.
I urge both neophytes and experienced veterans to use this volume as a guide to creating powerful social marketing campaigns. Case contributors include world leaders in social marketing, sharing the background, strategies and results of some of the most well known social marketing campaigns in the world. Lynne D.
This book provides best practices and cutting-edge ideas on the best ways and means for corporations to maximize corporate contributions to social issues and to know what good they did. Business leaders will learn how to align their business goals with cultural and social ones; choose social issues and charities to support; gain employee support; implement successful initiatives; and evaluate their efforts. Sandra Taylor, Senior Vice President, Corporate Social Responsibility Starbucks Coffee Company writes: "This comprehensive perspective on corporate social responsibility answers tough questions about the value of social initiatives for companies, investors, employees and customers".
Corporate Social Responsibility examines the most innovative business practices and leaders of our time who are discovering the pathways that converge business and social agendas for the benefit of all stakeholders.
Well done! This is a groundbreaking book written exclusively for governmental agencies, offering dozens of marketing success stories from agencies of all types — from around the world - demonstrating that marketing is far more than communications and has at its core a citizen-oriented mindset.
It presents a step-by-step model for developing a marketing plan and demonstrates how the tools in the marketing toolbox can be used to engender citizen support for your agency, increase utilization of your products and services, influence positive public behaviors — even increase revenues and decrease operating costs. Governor Christine Gregorie, Washington State wrote: "This book is filled with insights for people who want to communicate effectively about government programs, but it should also be on the bookshelf of any government manager who needs to think creatively about how to improve customer service.
Every page contains information and ideas that public-sector leaders can, and should, put in their management tool kits. Instead of complaint and reaction, they work to create a culture of contagious cooperation that can replace rulemaking with social consensus. This is a practical manual for un-clogging hearing rooms, cooling tempers, and putting government back on the side of the people who pay for it.
Click here for additional reviews of this book. Buy Now From Amazon. Social Marketing for Public Health: Global Trends and Success Stories explores how traditional marketing principles and techniques are being used to increase the effectiveness of public health programs—around the world.
While addressing the global issues and trends in social marketing, the book highlights successful health behavior change campaigns launched by governments, by a combination of governments, NGOs, and businesses, or by citizens themselves in 15 countries of five continents.
Each chapter examines a unique, current success story, ranging from anti-smoking campaigns to HIV-AIDS prevention; from promotions for health lifestyle to battles against obesity; and from public educational campaigns on hepatitis B to contraceptive social marketing. Contributing authors include leading social marketing scholars, seasoned social marketing practitioners, and longtime public health professionals.
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Cancel Save settings. Home Contact us Help Free delivery worldwide. Free delivery worldwide. Bestselling Series. Harry Potter. Books By Language. Books in Spanish. Expected delivery to Germany in business days. Not ordering to Germany? Click here. Marketing communication is undergoing a digital revolution. The increasing popularity of blogging, podcasting, and social networks enables world customers to broadcast their views about a product or service to a potential audience of billions.
Traditional advertising does not work as well as it has in the past. For beginners overwhelmed by too many choices as well as experienced professionals eager to improve their game, this comprehensive book is full of tactics that have been proven to work in the real marketing world.
This book will take you beyond the jargon to social media marketing mastery. Reviews 'This book is an indispensable guidance for 21st century professional marketers, who seek to leverage social media to win in consumer communication. Violetta Wilk, Ph. His writing has defined marketing around the world for the past decades. Philip Kotler is the recipient of numerous awards and honorary degrees and is widely considered as the 'Father of Modern Marketing'.
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