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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


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

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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