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AuthorWeinreich, Nedra Kline
TitleHands-on social marketing : a step-by-step guide / Nedra Kline Weinreich
Imprint Thousand Oaks, California : Sage, 1999
Edition 1st ed
Descript x, 262 p.; 28 cm

CONTENT

What is social marketing: Social marketing basics -- Not just business as usual -- The social marketing mix -- The social marketing process -- Step 1: Planning: Formative research in social marketing -- Analysis -- Segmenting the target audience -- Strategy development -- Step 2: Message and materials development: Identifying appropriate channels -- Developing effective messages -- Producing creative executions -- Step 3: Pretesting: Pretesting principles -- Conducting the pretest -- Using the pretesting results -- Step 4: Implementation: Developing an implementation plan -- Planning and buying media -- Generating publicity -- Monltoring implementation -- Step 5: Evaluation and feedback: Evaluation basics -- Evaluation design -- Evaluation methods -- Using feedback to improve your program


Social Marketing

LOCATIONCALL#STATUS
Communication Arts Library658.8 W424H 1999CHECK SHELVES
Chula Business School Library658.8 W424H 1999CHECK SHELVES
Chula Business School Library658.8 W424H 1999CHECK SHELVES
College of Public Health Sciences LibraryHF5414 W424H 1999CHECK SHELVES

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