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Hands-on social marketing : a step-by-step guide

Author: Nedra Kline Weinreich
Publisher: London : SAGE, 2010.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Summary:

Building on the success of the previous edition, Hands-On Social Marketing, Second Edition demystifies the process of developing and implementing a social marketing campaign.

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Document Type: Book
All Authors / Contributors: Nedra Kline Weinreich
ISBN: 9781412953696 1412953693
OCLC Number: 655663477
Notes: Previous edition: 1999.
Description: pages cm
Contents: ForewordPrefaceAcknowledgmentsSection I. What Is Social Marketing?Chapter 1 - Social Marketing BasicsChapter 2 - Not Just Business as UsualChapter 3 - The Social Marketing MixChapter 4 - The Social Marketing ProcessSection II. Step 1: AnalysisChapter 5 - Research in the Social Marketing ProcessChapter 6 - AnalysisChapter 7 - Conducting Formative ResearchSection III. Step 2: Strategy DevelopmentChapter 8 - Segmenting the Target AudienceChapter 9 - Building the Social Marketing StrategySection IV. Step 3: Program and Communication DesignChapter 10 - Influencing Behavior by DesignChapter 11 - Developing Effective MessagesChapter 12 - Identifying Appropriate ChannelsChapter 13 - Producing Creative CommunicationsSection V. Step 4: PretestingChapter 14 - Pretesting PrinciplesChapter 15 - Conducting the PretestChapter 16 - Using the Pretesting ResultsSection VI. Step 5: ImplementationChapter 17 - Developing an Implementation PlanChapter 18 - Planning and Buying Traditional MediaChapter 19 - Engaging in Social MediaChapter 20 - Generating PublicityChapter 21 - Monitoring ImplementationSection VII. Step 6: Evaluation and FeedbackChapter 22 - Evaluation BasicsChapter 23 - Evaluation DesignChapter 24 - Evaluation MethodsChapter 25 - Using Feedback to Improve Your ProgramAppendix A: Social Marketing Resource ListAppendix B: Sample Knowledge, Attitudes, and Behaviors SurveyAppendix C: Sample Focus Group Recruitment QuestionnaireAppendix D: Sample Focus Group Topic GuideAppendix E: Readability Testing FormulaIndexAbout the Author
Responsibility: Nedra Kline Weinreich.

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"The text is very user-friendly, and helps students grasp concepts and content related to social marketing. The systematic approach is easy for students to follow. The worksheets are fantastic, and Read more...

 
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