Social marketing casebook / Jeff French, Rowena Merritt, and Lucy Reynolds.

By: French, JeffContributor(s): Reynolds, Lucy | Merritt, RowenaMaterial type: TextTextLanguage: English Publication details: Los Angeles ; London : SAGE, 2011Description: vi, 270 p. : ill, ; 25 cmISBN: 9780857025432 (hbk.); 0857025430 (hbk.); 9780857025449 (pbk.); 0857025449 (pbk.)Subject(s): Social marketing -- Case studiesLOC classification: HF5414 | .F73 2011
Contents:
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.
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Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode
Book University Of Fujairah
Main Library HF5414 .F73 2011 (Browse shelf (Opens below)) C.1 Available 001827

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.

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