LEADER 00000nam 22003378i 4500
001 982012034833
003 UkLCURL
008 120919s2013 nyu b 001 0 eng
020 9780273727224
035 (DLC)2012034833
040 DLC|beng|cDLC|erda
049 |jCU|k982012034833|ll|m%
050 4 HF 5414 S6
082 00 658.8|223
245 00 Social marketing /|cLynne Eagle ... [et al.]
260 Harlow :|bPearson Education,|c2013.
300 350p.
505 0 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.
650 0 Social marketing.
700 1 Eagle, Lynne.
|