Social marketing casebook /
Brings together for the first time a dedicated collection of social marketing case studies and vignettes from around the world.
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| Other Authors: | , |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
London :
SAGE,
©2011.
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| Subjects: | |
| Online Access: | CONNECT |
MARC
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| 100 | 1 | |a French, Jeff. | |
| 245 | 1 | 0 | |a Social marketing casebook / |c Jeff French, Rowena Merritt, and Lucy Reynolds. |
| 260 | |a London : |b SAGE, |c ©2011. | ||
| 300 | |a 1 online resource (vi, 270 pages) : |b illustrations | ||
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| 504 | |a Includes bibliographical references and index. | ||
| 520 | 8 | |a Brings together for the first time a dedicated collection of social marketing case studies and vignettes from around the world. | |
| 505 | 0 | |a 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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| 500 | |a EBSCO eBook Academic Comprehensive Collection North America |5 TMurS | ||
| 650 | 0 | |a Social marketing |v Case studies. | |
| 650 | 0 | |a Marketing |v Case studies. | |
| 655 | 7 | |a Case studies |2 fast | |
| 700 | 1 | |a Reynolds, Lucy, |d 1979- | |
| 700 | 1 | |a Merritt, Rowena. | |
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