Social marketing casebook /
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| Autores principales: | , , |
|---|---|
| Formato: | Recurso Electrónico livro electrónico |
| Idioma: | inglês |
| Publicado em: |
Los Angeles ; London :
SAGE,
2011.
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| Assuntos: | |
| Acesso em linha: | https://biblioteca.ues.edu.sv/acceso/elibro/?url=https%3A%2F%2Felibro.net%2Fereader%2Fbiblioues/136462 Ver en el OPAC |
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Sumário:
- 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.