Social marketing casebook /
Enregistré dans:
| Auteurs principaux: | , , |
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| Format: | Électronique eBook |
| Langue: | anglais |
| Publié: |
Los Angeles ; London :
SAGE,
2011.
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| Sujets: | |
| Accès en ligne: | https://biblioteca.ues.edu.sv/acceso/elibro/?url=https%3A%2F%2Felibro.net%2Fereader%2Fbiblioues/136462 Voir à l'OPAC |
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Table des matières:
- 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.