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Hands-on social marketing[electronic...

Weinreich, Nedra Kline.

Hands-on social marketing[electronic resource] :a step-by-step guide to designing change for good /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	658.8
書名/作者:	Hands-on social marketing : a step-by-step guide to designing change for good // Nedra Kline Weinreich.
作者:	Weinreich, Nedra Kline.
出版者:	Los Angeles : : SAGE Publications,, c2011.
面頁冊數:	1 online resource (xiv, 309 p.) : : ill.
標題:	Social marketing.
標題:	Marketing.
ISBN:	9781452223124 (electronic bk.)
ISBN:	1452223122 (electronic bk.)
ISBN:	1412953693 (pbk. : acid-free paper)
ISBN:	9781452224879 (electronic bk.)
ISBN:	1452224870 (electronic bk.)
書目註:	Includes bibliographical references and index.
內容註:	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.
摘要、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.
電子資源:	http://sk.sagepub.com/books/hands-on-social-marketing-2e

Hands-on social marketing[electronic resource] :a step-by-step guide to designing change for good /
Weinreich, Nedra Kline.

Hands-on social marketinga 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:

395420
Social marketing.

LC Class. No.: HF5414 / .W44 2011eb

Dewey Class. No.: 658.8

Hands-on social marketing[electronic resource] :a step-by-step guide to designing change for good /
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008 160201s2011 caua ob 001 0 eng d
020 $a 9781452223124 (electronic bk.)
020 $a 1452223122 (electronic bk.)
020 $z 9781412953696 (pbk. : acid-free paper)
020 $a 1412953693 (pbk. : acid-free paper)
020 $a 9781452224879 (electronic bk.)
020 $a 1452224870 (electronic bk.)
035 $a (OCoLC)808342697 $z (OCoLC)905994171
035 $a ocn808342697
040 $a E7B $b eng $c E7B $d OCLCO $d YDXCP $d OCLCQ $d OTZ $d N $d OCLCF $d IDEBK $d COO $d EBLCP
050 4 $a HF5414 $b .W44 2011eb
082 0 4 $a 658.8 $2 22
100 1 $a Weinreich, Nedra Kline. $3 609436
245 1 0 $a Hands-on social marketing $h [electronic resource] : $b a step-by-step guide to designing change for good / $c Nedra Kline Weinreich.
250 $a 2nd ed.
260 $a Los Angeles : $b SAGE Publications, $c c2011.
300 $a 1 online resource (xiv, 309 p.) : $b ill.
504 $a Includes bibliographical references and index.
505 0 $a 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.
520 8 $a Using examples from a wide range of health issues, this book demystifies the process of developing and implementing a social marketing campaign.
588 $a Description based on print version record.
650 0 $a Social marketing. $3 395420
650 0 $a Marketing. $3 173043
856 4 0 $u http://sk.sagepub.com/books/hands-on-social-marketing-2e

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