Social marketing casebook /

Bibliographic Details
Call Number:Libro Electrónico
Main Authors: French, Jeff (Author), Reynolds, Lucy (Author), Merritt, Rowena (Author)
Format: Electronic eBook
Language:Inglés
Published: Los Angeles ; London : SAGE, 2011.
Subjects:
Social marketing > Case studies.
Electronic books.
Online Access:Texto completo
Table of Contents:
  • 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.

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