TY - BOOK AU - Sameer Deshpande TI - Social Marketing in India SN - 978-81-321-1357-7 U1 - 361.00688 PY - 2013/// PB - SAGE Response N2 - 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. Table of Contents - I - Understanding Socail Marketing Defining Social Marketing 10 Steps in the Strategic Marketing Planning Process 16 Tips for Success II - Analyzing the Socail 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 Epilogu Appendix - Social Marketing Planning Worksheets Name Index Subject Index ER -