Descript |
350p. |
Contents |
Preface -- List 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. |
ISBN |
9780273727224 |
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