Hands-on social marketing
Subtitle: a step-by-step guide to designing change for good
By: Nedra Kline Weinreich
Edition: 2nd ed.
Publisher: SAGE Publications
Published: 2011
Place of publication: Los Angeles
Language: eng
Number of pages: 309
ISBN-13: 9781412953696
Subjects: Social marketing
Notes: Includes bibliographical references and index.
Table of contents: title: Social marketing basics; title: Not just business as usual; title: The social marketing mix; title: The social marketing process; title: Research in the social marketing process; title: Analysis; title: Conducting formative research; title: Segmenting the target audience; title: Building the social marketing strategy; title: Influencing behavior by design; title: Developing effective messages; title: Identifying appropriate channels; title: Producing creative communications; title: Pretesting principles; title: Conducting the pretesting methods; title: Using the pretesting results; title: Developing an implementation plan; title: Planning and buying traditional media; title: Engaging in social media; title: Generating publicity; title: Monitoring implementation; title: Evaluation basics; title: Evaluation design; title: Evaluation methods; title: Using feedback to improve your program.