| 000 -LEADER |
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| fixed length control field |
02585nam a22001937a 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
978-81-321-1357-7 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
361.00688 |
| Cutter |
SID-B-10870 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Sameer Deshpande |
| 245 ## - TITLE STATEMENT |
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| Title |
Social Marketing in India |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Name of publisher, distributor, etc |
SAGE Response |
| Date of publication, distribution, etc |
2013 |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
400p. |
| 365 ## - TRADE PRICE |
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| Price amount |
595.00 |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc |
The book, an adaptation of Nancy 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 social change managers to undertake a systematic and comprehensive approach to behavior change rather than jumping to the stage of producing just ads. The book illustrates these steps and related concepts through numerous examples that are of high quality and diverse contexts, It is one of the first books to bring together excellent social marketing thoughts related to the Indian situation at one place, The book will convince readers that social marketing is not just about producing posters or distributing condoms, it can do much more Through these discussions, the book proposes new ways to address old problems in sum, if you want to learn how to fix India's problems, this book is for you.<br/>Table of Contents -<br/><br/>I - Understanding Socail Marketing<br/>Defining Social Marketing<br/>10 Steps in the Strategic Marketing Planning Process<br/>16 Tips for Success<br/>II - Analyzing the Socail Marketing Environment<br/>Determining Research Needs and Options<br/>Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis<br/>III - Selecting Target Audiences, Objectives and Goals<br/>Segmenting, Evaluating and Selecting Target Audiences<br/>Setting Behavior Objectives and Goals<br/>Identifying Barriers, Benefits, the Competition and Influential Others<br/>IV - Developing Social Marketing Strategies<br/>Crafting a Desired Positioning<br/>Product - Creating a Product Platform<br/>Price - Determining Monetary and Nonmonetary Incentives and Disincentives<br/>Place - Making Access Convenient and Pleasant<br/>Promotion - Deciding on Messages, Messengers and Creative Strategies<br/>Promotion - Selecting Communication Channels<br/>V - Managing Social Marketing Programs<br/>Developing a Plan for Monitoring and Evaluation<br/>Establishing Budgets and Finding Funding<br/>Creating an Implementation Plan and Sustaining Behavior<br/>Epilogu<br/>Appendix - Social Marketing Planning<br/>Worksheets<br/>Name Index<br/>Subject Index |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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