Record Display for the EPA National Library Catalog
RECORD NUMBER: 25 OF 57Main Title | Hands-on social marketing : a step-by-step guide to designing change for good / | |||||||||||
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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 | |||||||||||
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Edition | 2nd ed. | |||||||||||
Collation | xiv, 309 pages : illustrations ; 28 cm | |||||||||||
Notes | Includes bibliographical references and index. |
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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. |