Foreword 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, DEI Considerations, 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 7.1: Product: Creating a Product Platform CHAPTER 11 * Step 7.2: Price: Determining Incentives and Disincentives CHAPTER 12 * Step 7.3: Place: Making Access Convenient and Pleasant CHAPTER 13 * Step 7.4: Promotion: Deciding on Messages, Messengers, Creative Strategies, and Communication Channels Part IV * Managing Social Marketing Programs CHAPTER 14 * Step 8: Monitoring and Evaluation CHAPTER 15 * Step 9: Budget and Funding Plans CHAPTER 16 * Step 10: Implementation and Sustaining Behaviors Plans Epilogue Appendix References Index
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