Actions for Hands-on social marketing [electronic resource] : a step-by-step guide to designing change for good

Email RIS file
Bookmark
Report an Issue

Hands-on social marketing [electronic resource] : a step-by-step guide to designing change for good / Nedra Kline Weinreich

Author
Weinreich, Nedra Kline
Published
Los Angeles : SAGE Publications, c2011.
Edition
2nd ed.
Physical Description
xiv, 309 p. : ill. ; 28 cm.
Access Online

Availability

I Want It
I Want It

Finding items...

Restrictions on Access
License restrictions may limit access.
Contents
Social marketing basics -- Not just business as usual -- The social marketing mix -- The social marketing process -- Research in the social marketing process -- Analysis -- Conducting formative research -- Segmenting the target audience -- Building the social marketing strategy -- Influencing behavior by design -- Developing effective messages -- Identifying appropriate channels -- Producing creative communications -- Pretesting principles -- Conducting the pretesting methods -- Using the pretesting results -- Developing an implementation plan -- Planning and buying traditional media -- Engaging in social media -- Generating publicity -- Monitoring implementation -- Evaluation basics -- Evaluation design -- Evaluation methods -- Using feedback to improve your program.
Subject(s)
Genre(s)
ISBN
9781412953696 (pbk. : acid-free paper)
Bibliography Note
Includes bibliographical references and index.
View MARC record | catkey: 34546679