Social marketing

PrefaceList of contributors -- Authors' acknowledgements -- Publisher's acknowledgements -- The principles of social marketing -- What is social marketing? -- The core principles of social marketing -- The social marketing intervention planning process -- Upstream, policy, and partnerships...

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Weitere Verfasser:	Eagle, Lynne C. (BerichterstatterIn), Dahl, Stephan (BerichterstatterIn), Hill, Susie (BerichterstatterIn), Bird, Sara (BerichterstatterIn), Spotswood, Fiona (BerichterstatterIn)
Format:	UnknownFormat
Sprache:	eng
Veröffentlicht:	Harlow, Munich u.a. Pearson Education 2013
Ausgabe:	1. publ.
Schriftenreihe:	Always learning
Schlagworte:	Social Marketing > Social marketing > Lehrbuch > Glossar enthalten > Soziomarketing
Online Zugang:	Inhaltsverzeichnis
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Beschreibung
Zusammenfassung:	PrefaceList of contributors -- Authors' acknowledgements -- Publisher's acknowledgements -- The principles of social marketing -- What is social marketing? -- The core principles of social marketing -- The social marketing intervention planning process -- Upstream, policy, and partnerships -- Ethical issues in social marketing -- Understanding the citizen -- Understanding the consumer : the role of theory -- Conducting reasearch in social marketing -- Segmentation -- Social forces and population-level effects -- Designing effective social marketing solutions -- Designing social marketing interventions : products, services, locations, channels -- Message framing -- Creativity in social marketing -- Media in social marketing -- Measurement and evaluation of social marketing programmes -- Glossary -- Index.
Beschreibung:	XVIII, 350 S. Ill., graph. Darst. 25 cm
ISBN:	9780273727224 978-0-273-72722-4 0273727222 0-273-72722-2 9780273727231 978027378099.1