LEADER 03512nam 2200589 450 001 9910791192803321 005 20230809001728.0 010 $a81-321-1815-4 010 $a81-321-1867-7 035 $a(CKB)2550000001307978 035 $a(EBL)1698974 035 $a(OCoLC)881162025 035 $a(SSID)ssj0001225407 035 $a(PQKBManifestationID)12441191 035 $a(PQKBTitleCode)TC0001225407 035 $a(PQKBWorkID)11268365 035 $a(PQKB)10739242 035 $a(MiAaPQ)EBC1698974 035 $a(Au-PeEL)EBL1698974 035 $a(CaPaEBR)ebr10875387 035 $a(CaONFJC)MIL613665 035 $a(OCoLC)880878012 035 $a(EXLCZ)992550000001307978 100 $a20130905d2013 uy| 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aSocial marketing in India /$fSameer Deshpande, Nancy R. Lee ; foreword by Philip Kotler 210 1$aNew Delhi :$cSAGE Response, SAGE Publications,$d2013. 215 $a1 online resource (439 p.) 300 $aDescription based upon print version of record. 311 $a81-321-1357-8 311 $a1-306-82414-1 320 $aIncludes bibliographical references and index. 327 $aCover; Contents; Foreword; Part I: Understanding Social Marketing; 1 - Defining Social Marketing; 2- 10 Steps in the Strategic Marketing Planning Process; 3 - 16 Tips for Success; Part II: Analyzing the Social Marketing Environment; 4 - Determining Research Needs and Options; 5 - Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis; Part III: Selecting Target Audiences, Objectives, and Goals; 6 - Segmenting, Evaluating, and Selecting Target Audiences; 7 - Setting Behavior Objectives and Goals 327 $a8 - Identifying Barriers, Benefits, the Competition, and Influential OthersPart IV: Developing Social Marketing Strategies; 9 - Crafting a Desired Positioning; 10 - Product: Creating a Product Platform; 11 - Price: Determining Monetary and Nonmonetary Incentives and Disincentives; 12 - Place: Making Access Convenient and Pleasant; 13 - Promotion: Deciding on Messages, Messengers, and Creative Strategies; 14 - Promotion: Selecting Communication Channels; Part V: Managing Social Marketing Programs; 15 - Developing a Plan for Monitoring and Evaluation 327 $a16 - Establishing Budgets and Finding Funding17 - Creating an Implementation Plan and Sustaining Behavior; Epilogue; Appendix; Name Index; Subject Index; About the Authors 330 $aThis 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 illustrates the planning process, importance of re 606 $aSocial marketing$zIndia 615 0$aSocial marketing 676 $a361.0068/8 700 $aDeshpande$b Sameer$01555851 702 $aLee$b Nancy$f1945- 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910791192803321 996 $aSocial marketing in India$93818101 997 $aUNINA