Social marketing casebook
Jeff French, Rowena Merritt and Lucy Reynolds
| Year of publication: |
2011 ; 1. publ.
|
|---|---|
| Authors: | French, Jeff ; Merritt, Rowena ; Reynolds, Lucy |
| Publisher: |
Los Angeles [u.a.] : Sage |
| Subject: | Marketing | Social Marketing | Social marketing | Soziales Netzwerk |
| Description of contents: | Table of Contents [gbv.de] |
Online Resource
| Extent: | VI, 270 S. Ill., graph. Darst. |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Fallstudie ; Case study |
| Language: | English |
| Notes: | 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. Erscheint: 01. Oktober 2011 |
| ISBN: | 978-0-85702-543-2 ; 978-0-85702-544-9 ; 0-85702-543-0 ; 0-85702-544-9 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009317788