Hands-on social marketing : a step-by-step guide to designing change for good /

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

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Weinreich, Nedra Kline
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Los Angeles : SAGE Publications, ©2011.
Edición:2nd ed.
Temas:
Social marketing.
Marketing.
Social Marketing
Marketing
Marketing social.
marketing.
social change.
analysis.
evaluation.
BUSINESS & ECONOMICS > Distribution.
BUSINESS & ECONOMICS > Marketing > General.
Soziomarketing
Informationskampanjer.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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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