Social marketing casebook /
By: French, Jeff
Title By: Reynolds, Lucy | Merritt, Rowena
Material type:
BookPublisher: London : SAGE, c2011.Description: viii, 270 p. : ill ; 25 cm.ISBN: 9780857025432 (hbk.); 0857025430 (hbk.); 9780857025449 (pbk.); 0857025449 (pbk.)Subject(s): Social marketing -- Case studiesDDC classification: 658.8
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.8 FR SO (Browse shelf) | Available | T0044709 |
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| 658.8 FE MA Marketing strategy / | 658.8 FE MA Marketing management strategies / | 658.8 FO NO Nonprofit marketing / | 658.8 FR SO Social marketing casebook / | 658.8 FR ST Strategic social marketing | 658.8 GA MA Marketing : a managerial introduction. | 658.8 GA MA Marketing / |
Includes bibliographical references and index.
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.