Hands-on social marketing :
Weinreich, Nedra Kline.
Hands-on social marketing : a step-by-step guide to designing change for good / Nedra Kline Weinreich. - 2nd ed. - Los Angeles : SAGE Publications, 2011 - xiv, 309 p. : ill. ; 28 cm.
Includes bibliographical references and index.
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.
9781412953696 (pbk. : acidfree paper)
2010017528
Social marketing.
HF5414 / .W44 2011
658.8 WEI/Han
Hands-on social marketing : a step-by-step guide to designing change for good / Nedra Kline Weinreich. - 2nd ed. - Los Angeles : SAGE Publications, 2011 - xiv, 309 p. : ill. ; 28 cm.
Includes bibliographical references and index.
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.
9781412953696 (pbk. : acidfree paper)
2010017528
Social marketing.
HF5414 / .W44 2011
658.8 WEI/Han