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"Social marketing, a field first introduced by Philip Kotler and Gerald Zaltman in a pioneering article in the Journal of Marketing in 1971, uses marketing concepts to influence the behaviors of individuals and communities for the greater social good. Now, as the discipline celebrates its 50th anniversary, Success in Social Marketing provides an accessible and comprehensive guide to the field, introducing stories from around the world related to multiple sectors including public health, injury prevention, environmental protection, community engagement, financial well-being, and education. The 100 case examples contained in this book, each 2 pages in length, follow an outline that includes key components of a campaign: Wicked Problem, Purpose & Focus, Priority Audience, Desired Behavior, Audience Insights, Marketing Intervention Mix, and Results. This common structure provides the reader with a clear sense of how success in social marketing may best to achieved in a wide variety of disciplinary and national contexts. Success in Social Marketing is intended to fill a gap in the market as well as inform and inspire students and practitioners through 100 easily digestible case studies. Issues addressed include public health (opioid use, mental health, COVID-19) , injury prevention (gun violence, youth suicide, texting while driving), environmental protection (wildfires, bicycle transportation in urban areas, food waste), community engagement (homelessness, racially motivated violence, voting) financial wellbeing (microfinance, savings, employment), and educational achievement (early childhood education, college applications, female participation in STEM programs), to name but a few. This book is required reading for students enrolled in public administration and nonprofit management programs, practitioners in public health and environmental sectors, as well as policymakers interested in ways social marketing may help influence their constituent behaviors for individual, as well as social, good"--

Consumer behavior. --- Marketing --- Social marketing. --- Social aspects.

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Goede doelen: ieder bedrijf doet er wel wát mee. Maar onder druk van sociale media wordt tegenwoordig steeds vaker van bedrijven verwacht dat zij een meer wezenlijke maatschappelijke verantwoordelijkheid dragen. Hoe pak je zoiets aan ? En hoe zorg je ervoor dat deze betrokkenheid bovendien bijdraagt aan de financiële groei van uw bedrijf ?Goed werkt beter! is een praktische handleiding waarin marketinggoeroe Philip Kotler c.s. laat zien hoe u marketing en maatschappelijke initiatieven dusdanig in uw doelstellingen integreert dat cause marketing een volwaardig onderdeel van uw groeistrategie wordt.Bij cause marketing gaat het er namelijk om dat u een heuse zakelijke samenwerking aangaat waarbij uw dienst of product nadrukkelijk wordt verbonden aan het goede doel. Het resultaat: sociale impact én een klinkend resultaat onder de streep. Dat cause marketing werkt bewijzen de tientallen praktijkvoorbeelden van topmanagers van o.a. PepsiCo, Starbucks, Marks & Spencer en Levi Strauss & Co.Bron : http://www.lannoo.be

Applied marketing --- liefdadigheidsacties --- marketing --- sociale media --- MVO (maatschappelijk verantwoord ondernemen) --- 658.8 --- groei --- marketingstrategie --- marketing, verkoop, distributie --- PHL-Business 12 --- sociale marketing --- goede doelen --- Sociale marketing --- Maatschappelijk Verantwoord Ondernemen --- Marketing --- Marketingstrategieën --- Cause related marketing --- Marketingstrategie --- Financiewezen

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Social marketing. --- Green marketing. --- Social marketing --- Green marketing --- social marketing --- 658.8 --- #KVHB:Omgevingspsychologie. Zie ook: Wonen --- #KVHB:Marketing --- #KVHB:Milieu --- Ecological marketing --- Ecomarketing --- Environmental advertising claims --- Environmental consumerism --- Environmental marketing --- Green products --- Marketing --- Cause related marketing --- Marketing, Social --- Social cause marketing --- Marketing. Sales. Selling. Distribution --- Environmental aspects --- 658.8 Marketing. Sales. Selling. Distribution --- Marketing sectoriel