000			02364nam a22001937a 4500
020			_a8126911115
020			_a9788126911110
041			_aENG
082			_a658.870954 _bDES
100			_aDeshpande, Sameer
245			_aSocial marketing in India / _cSameer Deshpande, Nancy R. Lee
260			_aNew Delhi : _bAtlantic Publishers & Distributors (P) Ltd, _c2025.
300			_axi, 424 pages : _billustrations ; _c24 cm.
505			_aI: UNDERSTANDING SOCIAL MARKETING Defining Social Marketing 10 Steps in the Strategic Marketing Planning Process 16 Tips for Success II: ANALYZING THE SOCIAL MARKETING ENVIRONMENT Determining Research Needs and Options Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis III: SELECTING TARGET AUDIENCES, OBJECTIVES, AND GOALS Segmenting, Evaluating, and Selecting Target Audiences Setting Behavior Objectives and Goals Identifying Barriers, Benefits, the Competition, and Influential Others IV: 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 V: MANAGING SOCIAL MARKETING PROGRAMS Developing a Plan for Monitoring and Evaluation Establishing Budgets and Finding Funding Creating an Implementation Plan and Sustaining Behavior Epilogue Appendix: Social Marketing Planning Worksheets Name Index Subject Index
520			_aSocial Marketing in India, an adaptation of Nancy R. Lee and Philip Kotler's highly successful book Social Marketing: Influencing Behaviors for Good, is structured around the ten-step marketing planning process. It encourages social change managers to undertake a systematic approach to behavioural change rather than only focusing on advertisements. With examples from diverse scenarios, it serves as a comprehensive resource on social marketing, particularly within the Indian context. The book explores the art and science of behavioral social marketing, highlighting its critical role in policymaking, marketing ethics and behavioural psychology.
650			_aSocial marketing _xIndia
700			_aLee, Nancy R.
942			_2ddc _cBK
999			_c23729 _d23729