Social marketing casebook
| Other Authors: | , , |
|---|---|
| Format: | eBook |
| Language: | Inglés |
| Published: |
Los Angeles ; London :
SAGE
2011.
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| Subjects: | |
| Online Access: | https://recursos.uloyola.es/login?url=https://accedys.uloyola.es:8443/accedix0/sitios/ebook.php?id=136462 |
| See on Universidad Loyola - Universidad Loyola Granada: | https://colectivo.uloyola.es/Record/ELB136462 |
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Table of 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.
