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Social marketing casebook / Jeff French, Rowena Merritt and Lucy Reynolds.
- Format:
- Book
- Author/Creator:
- French, Jeff.
- Language:
- English
- Subjects (All):
- Social marketing--Case studies.
- Social marketing.
- Physical Description:
- 1 online resource (vi, 270 p.) : ill.
- Place of Publication:
- Los Angeles, [Calif.] ; London : SAGE, 2011.
- Los Angeles ; London : SAGE, 2011.
- Language Note:
- English
- Summary:
- Brings together for the first time a dedicated collection of social marketing case studies and vignettes from around the world.
- Contents:
- 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.
- Notes:
- Description based upon print version of record.
- Includes bibliographical references and index.
- Description based on print version record.
- ISBN:
- 9786613812308
- 9781446250877
- 1446250873
- 9781282241183
- 1282241184
- 9781446253946
- 1446253945
- OCLC:
- 802693768
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