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Pressestimmen
"This is perhaps the most comprehensive and well thought out compilation of information for social marketing I've seen. A great blue-print for developing, implementing, and evaluating social marketing programs." -- Scott Downing "At long last there is a book addressing the challenges faced by social marketers in the 21st century. Managers in a host of non-profit organizations and government agencies will surely welcome Social Marketing, a book that lays out the issues in plain language, provides example after example of successful social marketing strategies and campaigns, and, most important, provides a comprehensive, no-nonsense framework that can be successfully applied within in any organization. Social Marketing goes far to illustrate that marketing is not just for products like shampoo, dog food and breakfast cereal anymore; increasingly, managers are faced with the challenge of marketing issues and behaviors like eating healthy foods, family planning, and buckling up. The first step a manager should take before embarking on any social marketing campaign is to read this book." -- E. Marla Felcher, Ph.D. Social Marketing: Improving the Quality of Life, is the indispensable companion for leaders in all three sectors who recognize that social marketing is a leadership imperative. Philip Kotler's great new book moves us to a higher level of understanding and performance. It is superb. -- Francis Hesselbein
Kurzbeschreibung
This book turns social marketing into a step-by-step process so that anyone can plan and execute an effective social marketing campaign. Actual cases and research efforts richly support each of the eight steps in the process. Included in the text are more than 25 in-depth cases, about 100 examples of social marketing campaigns, and ten research highlights to represent the scope of research methodologies. The appendix includes worksheets for each step to complete a marketing plan for students and practitioners. <P>The methodologies in this text have been classroom tested and refined by students who prepared marketing campaigns using this eight step planning process.nbsp;
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Einleitungssatz
As you read the following grim statistics based on estimates for the past year in the United States, you can be confident that this book will describe practical and successful marketing strategies to improve our future report cards. Lesen Sie die erste Seite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
As you read the following grim statistics based on estimates for the past year in the United States, you can be confident that this book will describe practical and successful marketing strategies to improve our future report cards. Lesen Sie die erste Seite
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3 Rezensionen
12 von 12 Kunden fanden die folgende Rezension hilfreich
A Needed Contribution to the Field
24. Mai 2002
Format:Taschenbuch
First, in the interest of full disclosure, let me say that I contributed a case study to this work. I had nothing else to do with the book, however! Always eager for a new resource, I was very interested in looking over the whole work when it was published.
When I received my copy, I poured over the book, and I must say I was very impressed (irrespective of my conribution)! The authors did a very good job of presenting the richness of social marketing in a simple, understandable way.
The page formating makes it very inviting and easy to read. It is very visual, with many examples and figures. The text flows well and is very readable.
I think the book will have a lot of applicability. The key questions and concepts, and the summaries and issues for discussion, certainly will make it useful as a textbook. It also will be useful to anyone picking it up for themselves, or to augment some other training. I think the book fills a niche for an easy-to-understand, "user-friendly," yet comprehensive presentation of social marketing. I commend it to your reading.
8 von 8 Kunden fanden die folgende Rezension hilfreich
Social Marketing: Extraordinare'
23. Mai 2002
Format:Taschenbuch
I found this to be an extraordinary book.
How these authors covered so much material
in such a comprehensive, clear way is amazing.
The visuals, case studies, and research
is a must for all of us in the field. I will
recommend it not only to my staff, but also
to all students and professionals. This is the
Social Marketing book that will be the benchmark
for the future. I would like to see someone try
to top it.......
How these authors covered so much material
in such a comprehensive, clear way is amazing.
The visuals, case studies, and research
is a must for all of us in the field. I will
recommend it not only to my staff, but also
to all students and professionals. This is the
Social Marketing book that will be the benchmark
for the future. I would like to see someone try
to top it.......
11 von 13 Kunden fanden die folgende Rezension hilfreich
A Comprehensive, Systematic Resource
28. Mai 2002
Format:Taschenbuch
"Social Marketing: Improving the Quality of Life" is a comprehensive, systematic and user-friendly social marketing resource.
The book includes case studies written by practitioners from education and health currently working in the field, an abundance of illustrations and examples, as well as templates and worksheets for developing and implementing social marketing campaigns.
If you want to create a pro-social marketing campaign or just want to deepen your knowledge of social marketing, media campaigns, target audiences, advertising, etc., this is the book to have.
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