Social marketing casebook
By: Jeff French, Rowena Merritt, and Lucy Reynolds
Contributors: Reynolds, Lucy; Merritt, Rowena
Publisher: SAGE; Sage Publications Ltd
Published: 2011
Place of publication: Los Angeles; London
Language: eng
Number of pages: 270
ISBN-13: 9780857025432; 9780857025449
Subjects: Social marketing; Case studies
Notes: Includes bibliographical references and index.
Table of contents: title: The key principles and concepts of social marketing; title: Planning social marketing; title: Developing culturally sensitive interventions; title: Community-based social marketing; title: Segmenting target audiences; title: Using theory to develop effective interventions; title: Inroads into Africa : enabling local services; title: Being honest about the challenges; title: Reaching the "hard to reach"; title: Using a full intervention mix; title: Using service "pull" to complement customer "push"; title: Working with local services; title: Building strong communications into the marketing mix; title: Using enforcement in the methods mix; title: Creating access to the right products; title: Co-production with the private sector; title: "Franchising" social marketing; title: Changing behaviour holistically; title: The importance of evaluation; title: Overview and top tips.