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Hands-on Social Marketing Provides A Comprehensive Guide To The Social Marketing Process For Professionals Who Wish To Influence Health Or Social Behaviors Using Effective Techniques Of This Emerging Field. This Book Leads The Reader Throughout The Steps Involved In Developing, Implementing, And Evaluating A Social Marketing Program. Hands-on Social Marketing Also Includes Comprehensive Worksheets And Practical Sidebars Providing Expert Advice. This How-to Book Is Both Instructional And Functional, With An Emphasis On Low-cost Methods And Do-it-yourself Guidelines.--jacket. Sect. I. What Is Social Marketing? Ch. 1. Social Marketing Basics. Ch. 2. Not Just Business As Usual. Ch. 3. The Social Marketing Mix. Ch. 4. The Social Marketing Process -- Sect. Ii. Step 1: Planning. Ch. 5. Formative Research In Social Marketing. Ch. 6. Analysis. Ch. 7. Segmenting The Target Audience. Ch. 8. Strategy Development -- Sect. Iii. Step 2: Message And Materials Development. Ch. 9. Identifying Appropriate Channels. Ch. 10. Developing Effective Messages. Ch. 11. Producing Creative Executions -- Sect. Iv. Step 3: Pretesting. Ch. 12. Pretesting Principles. Ch. 13. Conducting The Pretest. Ch. 14. Using T

Author

Nedra Kline Weinreich

Publisher

SAGE Publications, Incorporated

Published

1999

Language

EN

ISBN

9780761908678

Subjects

Business, Marketing, Medical