000			02585nam a22001937a 4500
003			OSt
005			20161213142256.0
008			161213b xxu||||| |||| 00| 0 eng d
020			_a978-81-321-1357-7
040			_cSymbiosis Institute of Design
082			_a361.00688 _bSID-B-10870
100			_aSameer Deshpande
245			_aSocial Marketing in India
260			_bSAGE Response _c2013
300			_a400p.
365			_b595.00
520			_aThe 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
942			_2ddc _cSID-GENB
999			_c581491 _d581491