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Hands-on social marketinga step-by-s...
~
Weinreich, Nedra Kline.
Hands-on social marketinga step-by-step guide to designing change for good /
紀錄類型:
書目-語言資料,印刷品 : Monograph/item
正題名/作者:
Hands-on social marketing/ Nedra Kline Weinreich.
其他題名:
a step-by-step guide to designing change for good /
作者:
Weinreich, Nedra Kline.
出版者:
Los Angeles :SAGE Publications, : c2011.,
版本:
2nd ed.
面頁冊數:
1 online resource (xiv, 309 p.) :ill. :
提要註:
Using examples from a wide range of health issues, this book demystifies the process of developing and implementing a social marketing campaign.
標題:
Social marketing. -
電子資源:
http://knowledge.sagepub.com/view/hands-on-social-marketing-2e/SAGE.xml
ISBN:
9781452223124 (electronic bk.)
Hands-on social marketinga step-by-step guide to designing change for good /
Weinreich, Nedra Kline.
Hands-on social marketing
a step-by-step guide to designing change for good /[electronic resource] :Nedra Kline Weinreich. - 2nd ed. - Los Angeles :SAGE Publications,c2011. - 1 online resource (xiv, 309 p.) :ill.
Includes bibliographical references and index.
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 pretesting methods -- 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.
Using examples from a wide range of health issues, this book demystifies the process of developing and implementing a social marketing campaign.
ISBN: 9781452223124 (electronic bk.)Subjects--Topical Terms:
383003
Social marketing.
LC Class. No.: HF5414 / .W44 2011eb
Dewey Class. No.: 658.8
Hands-on social marketinga step-by-step guide to designing change for good /
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