内容

目次

Part I Understanding social marketing: the nature and role of socialcampaigns to change public behaviour; the social marketing approach to socialchange planning; social marketing research. Part 2 Analyzing the environmentand designing the social marketing strategies: mapping the social marketingenvironment; analyzing target adopter behaviour; analyzing social diffusionand designing social marketing strategies. Part 3 Developing the socialmarketing mix programs: designing the social product; making the socialproduct available - distribution channels; managing the costs of adoption;promoting through mass communication; promoting through direct nonpersonalcommunications; promoting through direct personal communication; triggeringadopter action; managing the service delivery and adopter satisfaction;mobilizing influence groups. Part 4 Managing the social marketing effort:devleloping the social marketing plan; organizing and implementing socialmarketing progrmas; controlling social marketing programs; evaluating socialmarketing programs and the responsible social marketing.