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Test Bank for Social Marketing Behavior Change for Social Good, 6th Edition, Nancy R. Lee, Philip Kotler, ISBN: 9781544351490

Test Bank for Social Marketing Behavior Change for Social Good, 6th Edition, Nancy R. Lee, Philip Kotler, ISBN: 9781544351490

Test Bank for Social Marketing Behavior Change for Social Good, 6th Edition, Nancy R. Lee, Philip Kotler, ISBN: 9781544351490

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Test Bank for Social Marketing Behavior Change for Social Good, 6th Edition, Nancy R. Lee, Philip Kotler, ISBN: 9781544351490

Table of Contents
PART I. UNDERSTANDING SOCIAL MARKETING
CHAPTER 1. Defining and Distinguishing Social Marketing
CHAPTER 2. 10-Step Strategic Planning Model
CHAPTER 3. Research Options
CHAPTER 4. Behavior Change Theories, Models, and Frameworks
PART II. DETERMINING PLAN PURPOSE, FOCUS, AUDIENCE, BEHAVIORS, INSIGHTS
CHAPTER 5. Steps 1 & 2: Social Issue, Purpose, Focus, Situation Analysis
CHAPTER 6. Step 3: Selecting Priority Audiences
CHAPTER 7. Step 4: Behavior Objectives and Target Goals
CHAPTER 8. Step 5: Audience Insights
PART III. DEVELOPING MARKETING INTERVENTION STRATEGIES
CHAPTER 9. Step 6: Crafting a Desired Positioning
CHAPTER 10. Step 7: Product: Creating a Product Platform
CHAPTER 11. Step 7: Price: Determining Incentives and Disincentives
CHAPTER 12. Step 7: Place: Making Access Convenient and Pleasant
CHAPTER 13. Step 7: Promotion: Deciding on Messages, Messengers, and Creative Strategies
CHAPTER 14. Step 7: Promotion: Selecting Communication Channels
PART IV. MANAGING SOCIAL MARKETING PROGRAMS
CHAPTER 15. Step 8: Monitoring and Evaluation
CHAPTER 16. Step 9: Budget and Funding Plans
CHAPTER 17. Step 10: Implementation and Sustaining Behaviors Plans

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