TY  - BOOK
AU  - French,Jeff
AU  - Reynolds,Lucy
AU  - Merritt,Rowena
TI  - Social marketing casebook
SN  - 9780857025432 (hbk.)
U1  - 658.8 22
PY  - 2011///
CY  - Los Angeles, London
PB  - SAGE
KW  - Social marketing
KW  - Case studies
N1  - 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; mkt
ER  -