Social marketing casebook /

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: French, Jeff (Autor), Reynolds, Lucy (Autor), Merritt, Rowena (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Los Angeles ; London : SAGE, 2011.
Temas:
Social marketing > Case studies.
Electronic books.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • The key principles and concepts of social marketing
  • Planning social marketing
  • Developing culturally sensitive interventions
  • Community-based social marketing
  • Segmenting target audiences
  • Using theory to develop effective interventions
  • Inroads into Africa : enabling local services
  • Being honest about the challenges
  • Reaching the "hard to reach"
  • Using a full intervention mix
  • Using service "pull" to complement customer "push"
  • Working with local services
  • Building strong communications into the marketing mix
  • Using enforcement in the methods mix
  • Creating access to the right products
  • Co-production with the private sector
  • "Franchising" social marketing
  • Changing behaviour holistically
  • The importance of evaluation
  • Overview and top tips.

Ejemplares similares