Título : | Social marketing: strategies for changing public behavior |
Tipo de documento: | texto impreso |
Autores: | Philip Kotler, Autor ; Eduardo Roberto, Autor |
Mención de edición: | 1a ed |
Editorial: | New York : The Free Press |
Fecha de publicación: | 1989 |
Materias: |
0304 - LABORATORIO: CAMPAÑA DE COMUNICACIÓN SOCIAL SIN FINES DE LUCRO
|
Número de páginas: | 201 p. |
Dimensiones: | 24 cm |
Precio: | US$. 10.00 |
Nota general: | Incluye Bibliografia e índice |
Palabras clave: | Comercialización Marketing Marketing Social
|
Clasificación: | 658.048 |
Resumen: | Incluye lo siguiente: Understanding social marketing. Analyzing the social marketing enviroment. Managing social marketing. The nature and role of social campaigns. The social marketing approach to social change. Social Marketing Research. Mapping the social marketing enviroment. Analyzing the behavior of target adopters. Analyzing the diffusion of social products. Designing the social product. Making the social product available: Distribution hannels. Managing the costs of adoption. Promoting through mass communication. Promoting thrpugh selective communication. Promoting through oersonal communication. Triggering target adopters actions. Manging service delivery and target adopters. satisfaction. Mobilizing influence groups. Developing the social marketing plan. Organizing and implementing social marketing programs. Controlling sociual marketing programs and evaluation |
Link: | http://dspace.casagrande.edu.ec/opac_css/index.php?lvl=notice_display&id=116 |