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Hands-on social marketinga step-by-s...

Weinreich, Nedra Kline.

Hands-on social marketinga step-by-step guide to designing change for good /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Hands-on social marketingNedra Kline Weinreich.
其他題名:	a step-by-step guide to designing change for good /
作者:	Weinreich, Nedra Kline.
出版者:	Los Angeles :SAGE Publications,c2011.
面頁冊數:	1 online resource (xiv, 309 p.) :ill.
標題:	Social marketing.
電子資源:	http://knowledge.sagepub.com/view/hands-on-social-marketing-2e/SAGE.xml
ISBN:	9781452223124 (electronic bk.)

Hands-on social marketinga step-by-step guide to designing change for good /
Weinreich, Nedra Kline.

Hands-on social marketinga step-by-step guide to designing change for good /[electronic resource] :Nedra Kline Weinreich. - 2nd ed. - Los Angeles :SAGE Publications,c2011. - 1 online resource (xiv, 309 p.) :ill.

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.

Using examples from a wide range of health issues, this book demystifies the process of developing and implementing a social marketing campaign.

ISBN: 9781452223124 (electronic bk.)Subjects--Topical Terms:

188081
Social marketing.

LC Class. No.: HF5414 / .W44 2011eb

Dewey Class. No.: 658.8

Hands-on social marketinga step-by-step guide to designing change for good /
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505 0 $a 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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