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OLS Field Name OLS Field Data
Main Title Hands-on social marketing : a step-by-step guide to designing change for good /
Author Weinreich, Nedra Kline.
Publisher SAGE Publications,
Year Published 2011
OCLC Number 609305262
ISBN 9781412953696; 1412953693
Subjects Social marketing. ; social change. ; analysis. ; evaluation. ; Soziomarketing.--(DE-588)4116549-4 ; Informationskampanjer.
Holdings
Library Call Number Additional Info Location Last
Modified
Checkout
Status
EHAM  HF5414.W44 2011 Region 1 Library/Boston,MA 04/12/2017 STATUS
Edition 2nd ed.
Collation xiv, 309 pages : illustrations ; 28 cm
Notes
Includes bibliographical references and index.
Contents Notes
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.