IUB Library OPAC
Social marketing casebook / Jeff French, Rowena Merritt, and Lucy Reynolds.
Material type:
TextPublication details: Los Angeles ; London : SAGE, 2011. Description: vi, 270 p. : ill, ; 25 cmISBN: 9780857025432 (hbk.); 0857025430 (hbk.); 9780857025449 (pbk.); 0857025449 (pbk.)Subject(s): Social marketing -- Case studiesDDC classification: 658.8 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Reference Stacks | 658.8 F8731s 2011 (Browse shelf(Opens below)) | 01 | Available | 024362 |
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.
Marketing