TY  - BOOK
AU  - Weinreich,Nedra Kline
TI  - Hands-on social marketing: a step-by-step guide 
SN  - 0761908668 (hardcover : acidfree paper)
SN  - 978076190
AV  - HF5414 .W44 
PY  - 1999///
CY  - Thousand Oaks, Calif.
PB  - Sage Publications
KW  - Social marketing
N1  - 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
ER  -