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Hands-On Social Marketing : A Step-by-Step Guide to Designing Change for Good - Nedra Kline Weinreich

Hands-On Social Marketing

A Step-by-Step Guide to Designing Change for Good

Paperback

Published: 12th October 2010
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Published: 12th October 2010
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Continuing the success of the previous edition, Hands-On Social Marketing, Second Edition demystifies the process of developing and implementing a social marketing campaign. The author translates the concepts of marketing into a clear, step-by-step process that almost anyone can follow. It will be indispensable to both students and practitioners in the fields of public health, social services, and health care communications.

Completely revised and updated, the Second Edition includes:

- Material related to the rise of the internet and social media has been added to reflect major changes in the way social marketing is being done.

- A new case study has been added to reflect current trends.

- More on the emotional component to marketing.

- More in-depth information on communications theory has been added

- More on ethics has been added

- More on current channels (social networking sites, online gaming, entertainment education) has been added

"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 the exercises are easy to implement. It is an excellent post-course reference guide for students working in public health/health education." -- Michele Vancour

Preface
What is Social Marketing?
Social Marketing Basics
Not Just Business as Usual
The Social Marketing Mix
The Social Marketing Process
Step 1: Analysis
Research in the Social Marketing Process
Analyzing the Problem, Environment and Resources
Conducting Formative Research
Step 2: Strategy Development
Segmenting the Target Audience
Building the Social Marketing Strategy
Step 3: Program and Communication Design
Influencing Behavior by Design
Developing Effective Messages
Identifying Appropriate Channels
Producing Creative Communications
Step 4: Pretesting
Pretesting Principles
Pretesting Methods
Using the Pretesting Results
Step 5: Implementation
Developing an Implementation Plan
Planning and Buying Traditional Media
Engaging in Social Media
Generating Publicity
Monitoring Implementation
Step 6: Evaluation and Feedback
Evaluation Basics
Evaluation Design
Evaluation Methods
Using Feedback to Improve Your Program
Social Marketing Resource List
Sample KAB Survey
Sample Focus Group Recruitment Questionnaire
Sample Focus Group Topic Guide
Readability Testing Formula
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9781412953696
ISBN-10: 1412953693
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 328
Published: 12th October 2010
Publisher: SAGE Publications Inc
Country of Publication: US
Dimensions (cm): 27.9 x 21.7  x 1.8
Weight (kg): 0.76
Edition Number: 2
Edition Type: Revised