pt. 1. Understanding social marketing
Defining social marketing
Steps in the strategic marketing planning process
Discovering keys to success
pt. 2. Analyzing the social marketing environment
Determining research needs and options
Mapping the internal and external environments
pt. 3. Establishing target audiences, objectives, and goals
Setting objectives and goals
Deepening your understanding of the target market and the competition
pt. 4. 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
pt. 5. Managing social marketing programs
Developing a plan for monitoring and evaluation
Establishing budgets and finding funding
Creating an implementation plan and sustaining behavior.
