Language : English
Published : 2015-01-14
Pages : 584
Social Marketing: Changing Behaviors for Good 5th Edition
Nancy R Lee and Philip Kotler (who coined the term ‘social marketing’ in 1971 with Gerald Zaltman) demonstrate how traditional marketing principles are successfully applied to campaigns to improve health, decrease injuries, protect the environment, build communities and enhance financial well-being. The Fifth Edition contains over 25 new cases highlighting the 10-step planning model, and a new chapter describing major theories, models and frameworks that inform social marketing strategies and inspire social marketers.About the Author
Nancy R. Lee, MBA, is president of Social Marketing Services, Inc., in Seattle, Washington, and an adjunct faculty member at the University of Washington, where she teaches social marketing and marketing in the public sector. With more than 25 years of practical marketing experience in the public and private sectors, Ms. Lee has held numerous corporate marketing positions, including vice president and director of marketing for Washington’s second-largest bank and director of marketing for the region’s Children’s Hospital and Medical Center. She conducts seminars and workshops on social marketing around the world, and has been a strategic adviser for behavior change campaigns in the areas of health, safety, the environment, and financial well-being. She has been a keynote speaker on social marketing at conferences for improved water quality, energy conservation, family planning, nutrition, recycling, teen pregnancy prevention, influencing financial behaviors, and tobacco control. She has coauthored ten books with Philip Kotler. Philip Kotler is the S. C. Johnson and Son Distinguished Professor International Marketing at the Kellogg School of Management, Northwestern University. His most recent book, Confronting Capitalism: Real Solutions for a Troubled Economic System (2015) calls for both strong economic growth and a better sharing of the gains of economic growth. Professor Kotler is the author of over 50 books on markets and marketing. Trained as an economist at the University of Chicago (under Nobel Laureate, Milton Friedman) and at M.I.T. (under Nobel Laureates, Paul Samuelson and Robert Solow), he has applied his economic knowledge to how markets and marketing works was an early developer of modern marketing and the emerging field of behavioural economics. As an expert on how buyers make their buying decisions, he broadened marketing to explain how buyers make their voting decisions on all kinds of issues.
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Table of Contents
English 1. Spelling 2. Alphabetising 3. Comprehension 4. Grammar 5. Punctuation 6. Formal letter writing Maths 7. General mathematics 8. Basic operations 9. Decimals 10. Fractions 11. Percentages 12. Measurement conversions 13. Earning wages 14. Squaring numbers 15. Vouchers 16. Deals 17. Reading, interpreting and understanding information in tables and Charts
This third Asia Pacific edition of International Marketing continues to offer up-to-date examples from Australia, New Zealand and throughout the Asia Pacific region alongside an international perspective to provide a truly global context. The text examines the unique conditions in which businesses from this region operate, concentrating on the challenges that face marketers. Students are provided with a comprehensive overview of both the theory and application of international marketing, including an examination of the distinct issues that affect a range of enterprises from start-up operations to small, medium and multinational firms. The ongoing concerns of the environment and the sustainability of business are integrated throughout the text. Other important emergent areas affecting the practice of international marketing, such as the dominance of social media and e-commerce are also discussed. To aid class discussions, short case studies are presented at the end of each chapter as well as a case for more extensive analysis at the end of each part.
Table of Contents
Part 1 Insight into Marketing 1. What is marketing? 2. Strategy development and marketing planning 3. The marketing environment Part 2 Analyzing the Market 4. Buying behaviour 5. Marketing research and marketing information 6. Market segmentation and positioning Part 3 Product Decisions 7. Product strategy and services marketing 8. New product development Part 4 Promotion Decisions 9. Marketing communication strategies 10. Advertising 11. Sales management Part 5 Pricing Decisions 12. Pricing strategies and price determination Part 6 Distribution Decisions 13. Distribution 14. Retailing 15. Global marketing
Now in its fourth edition, this tried-and-tested guide for both students and practitioners combines a rigorous theoretical grounding with practical insights into every aspect of the organizing and running of events. Presented in two engaging parts: Part 1 provides a comprehensive overview of the events business including market demand for events, the role of suppliers and the social and economic impact of the event business. Part 2 focuses on aspects of event organization including planning an event, financial management, logistics, legal aspects, marketing, public relations and legacies. The text considers event management from an international perspective, with a particular focus on Europe but also encompassing the Middle East and Africa. Successful Event Management is essential reading for all undergraduate and post-graduate event management students and is also an ideal resource for active practitioners looking for both a practical guide and a rigorous overview of the subject.