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Social marketing casebook /

Enregistré dans:
Détails bibliographiques
Auteurs principaux: French, Jeff (Auteur), Reynolds, Lucy (Auteur), Merritt, Rowena (Auteur)
Format: Électronique eBook
Langue:anglais
Publié: Los Angeles ; London : SAGE, 2011.
Sujets:
Social marketing > Case studies.
Electronic books.
Accès en ligne:https://biblioteca.ues.edu.sv/acceso/elibro/?url=https%3A%2F%2Felibro.net%2Fereader%2Fbiblioues/136462
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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.

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