TY  - BOOK
AU  - Weinreich,Nedra Kline
TI  - Hands-on social marketing: a step-by-step guide to designing change for good 
SN  - 9781412953696 (pbk. : acidfree paper)
AV  - HF5414 .W44 2011
U1  - 658.8 WEI/Han 22
PY  - 2011///
CY  - Los Angeles
PB  - SAGE Publications
KW  - Social marketing
N1  - 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
ER  -