Hands-on social marketing : a step-by-step guide to designing change for good

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Title:

Hands-on social marketing : a step-by-step guide to designing change for good

Author:

Weinreich, Nedra Kline.

ISBN:

9781412953696

Personal Author:

Weinreich, Nedra Kline.

Edition:

2nd ed.

Publication Information:

Thousand Oaks, Calif. : SAGE Publications, c2011.

Physical Description:

xiv, 309 p. : ill. ; 28 cm.

General Note:

Includes index.

Contents:

Social marketing basics -- Not just business as usual -- The social marketing mix -- The social marketing process -- Research in the social marketing process -- Analysis -- Conducting formative research -- Segmenting the target audience -- Building the social marketing strategy -- Influencing behavior by design -- Developing effective messages -- Identifying appropriate channels -- Producing creative communications -- Pretesting principles -- Conducting the pretest -- Using the pretesting results -- Developing an implementation plan -- Planning and buying traditional media -- Engaging in social media -- Generating publicity -- Monitoring implementation -- Evaluation basics -- Evaluation design -- Evaluation methods -- Using feedback to improve your program.

Subject Term:

Social marketing.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	23168001676475	658.8 W424H 2011	1	Searching... Unknown

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Summary

Six fail-proof steps to social marketing success!

This book shows students and practitioners how to develop social marketing programs through a simple, six-step process of strategic planning and design. Nedra Kline Weinreich starts by introducing the concept of social marketing and then walks the reader through each of the six steps of the process: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback.

The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social marketing perspective.