Hands-on social marketing : a step-by-step guide to designing change for good / Nedra Kline Weinreich.
Material type: TextPublication details: Los Angeles : SAGE Publications, 2011Edition: 2nd edDescription: xiv, 309 p. : ill. ; 28 cmISBN:- 9781412953696 (pbk. : acidfree paper)
- 658.8 WEI/Han 22
- HF5414 .W44 2011
Item type | Current library | Call number | Status | Date due | Barcode | |
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Books | Goa University Library General Stacks | 658.8 WEI/Han (Browse shelf(Opens below)) | Available | 142419 |
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658.8 VEN-RAG Services marketing | 658.8 VEN-RAG Services marketing | 658.8 VER/Gre Green marketing : issues and challenges | 658.8 WEI/Han Hands-on social marketing : | 658.8 WIL-GIL Strategic marketing management: planning, implementation and control - 3rd ed. | 658.8 WIR-LOV Essentials of services marketing | 658.8001 HUN/Mar Marketing theory : |
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.
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