Social marketing casebook /
French, Jeff.
Social marketing casebook / Jeff French, Rowena Merritt, and Lucy Reynolds. - Los Angeles ; London : SAGE, 2011. - vi, 270 p. : ill, ; 25 cm.
Includes bibliographical references and index.
The key principles and concepts of social marketing -- Planning social marketing -- Developing culturally sensitive interventions -- Community-based social marketing -- Segmenting target audiences -- Using theory to develop effective interventions -- Inroads into Africa : enabling local services -- Being honest about the challenges -- Reaching the "hard to reach" -- Using a full intervention mix -- Using service "pull" to complement customer "push" -- Working with local services -- Building strong communications into the marketing mix -- Using enforcement in the methods mix -- Creating access to the right products -- Co-production with the private sector -- "Franchising" social marketing -- Changing behaviour holistically -- The importance of evaluation -- Overview and top tips.
9780857025432 (hbk.) 0857025430 (hbk.) 9780857025449 (pbk.) 0857025449 (pbk.)
Social marketing--Case studies.
HF5414 / .F73 2011
Social marketing casebook / Jeff French, Rowena Merritt, and Lucy Reynolds. - Los Angeles ; London : SAGE, 2011. - vi, 270 p. : ill, ; 25 cm.
Includes bibliographical references and index.
The key principles and concepts of social marketing -- Planning social marketing -- Developing culturally sensitive interventions -- Community-based social marketing -- Segmenting target audiences -- Using theory to develop effective interventions -- Inroads into Africa : enabling local services -- Being honest about the challenges -- Reaching the "hard to reach" -- Using a full intervention mix -- Using service "pull" to complement customer "push" -- Working with local services -- Building strong communications into the marketing mix -- Using enforcement in the methods mix -- Creating access to the right products -- Co-production with the private sector -- "Franchising" social marketing -- Changing behaviour holistically -- The importance of evaluation -- Overview and top tips.
9780857025432 (hbk.) 0857025430 (hbk.) 9780857025449 (pbk.) 0857025449 (pbk.)
Social marketing--Case studies.
HF5414 / .F73 2011