Hands-on social marketing : a step-by-step guide / Nedra Kline Weinreich.
Material type:
TextPublication details: Thousand Oaks, Calif. : Sage Publications, c1999.Description: x, 262 p. ; 29 cmISBN: - 0761908668 (hardcover : acidfree paper)
- 0761908676 (pbk. : acidfree paper)
- 9780761908678
- HF5414 .W44
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| HF5412.2.M37 Marketing research / | HF5414 .5 Marketing, Sales and Customer Service | HF5414 .5 Marketing, Sales and Customer Service | HF5414 .W44 Hands-on social marketing : | HF5415 Marketing essentials | HF5415 Foundations of marketing / | HF5415 Marketing essentials |
Includes bibliographical references and index
Sect. I. What is Social Marketing? Ch. 1. Social Marketing Basics. Ch. 2. Not Just Business as Usual. Ch. 3. The Social Marketing Mix. Ch. 4. The Social Marketing Process --
Sect. II. Step 1: Planning. Ch. 5. Formative Research in Social Marketing. Ch. 6. Analysis. Ch. 7. Segmenting the Target Audience. Ch. 8. Strategy Development --
Sect. III. Step 2: Message and Materials Development. Ch. 9. Identifying Appropriate Channels. Ch. 10. Developing Effective Messages. Ch. 11. Producing Creative Executions --
Sect. IV. Step 3: Pretesting. Ch. 12. Pretesting Principles. Ch. 13. Conducting the Pretest. Ch. 14. Using the Pretesting Results --
Sect. V. Step 4: Implementation. Ch. 15. Developing an Implementation Plan.
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