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Social marketing strategies for campus prevention of alcohol and other drug problems

Author: Robert Zimmerman; Higher Education Center for Alcohol and Other Drug Prevention (U.S.),; United States. Department of Education,
Publisher: Newton, Massachusetts : Higher Education Center for Alcohol and Other Drug Prevention, Washington, DC : For sale by U.S. Government Printing Office, Superintendent of Documents, 1997. 1997.
Edition/Format:   Print book : National government publication : EnglishView all editions and formats
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Additional Physical Format: Online version:
Zimmerman, Robert.
Social marketing strategies for campus prevention of alcohol and other drug problems.
Newton, Mass. : Higher Education Center for Alcohol and Other Drug Prevention ; Washington, DC : For sale by U.S.G.P.O., Supt. of Docs., 1997
(OCoLC)608579003
Material Type: Government publication, National government publication, Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Robert Zimmerman; Higher Education Center for Alcohol and Other Drug Prevention (U.S.),; United States. Department of Education,
ISBN: 0160493447 9780160493447
OCLC Number: 38545055
Notes: "This publication was produced with funding from the U.S. Department of Education under contract number SS95013001"--Title page verso.
Shipping list no.: 98-0153-P.
Description: viii, 34 pages : illustrations ; 28 cm
Contents: Preface --
Executive Summary --
Social Marketing and Prevention --
The Potential for Change --
The Four Ps of Marketing --
Goals, Targets, and Messages --
Social Marketing as Part of a Strategic Plan --
Institutional Policies --
Influences from off Campus --
The Social Marketing Process: How It Works --
Understanding the Problem --
Knowing the Target Audience --
The Right Strategy --
The Right Message --
Does the Message Work? --
How Is the Message Carried? --
What Are the Results? --
Whom to Involve, What It Takes --
Mustering Resources --
Notes --
Appendices --
Resources --
Social Marketing Campaign Estimated Costs --
Center Publications.
Responsibility: Robert Zimmerman.

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