a step-by-step guide to designing change for good Weinreich, Nedra Kline. creator text cau Thousand Oaks SAGE Publications 2010, c2011 2010 2011 2nd ed. monographic eng

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xiv, 309 p. : ill. ; 28 cm. Social marketing basics -- Not just business as usual -- The social marketing mix -- The social marketing process -- Research in the social marketing process -- Analyzing the problem, environment, and resources -- Conducting formative research -- Segmenting the target audience -- Building the social marketing strategy -- Influencing behavior by design -- Developing effective messages -- Identifying appropriate channels -- Producing creative communications -- Pretesting principles -- Pretesting methods -- Using the pretesting results -- Developing an implementation plan -- Planning and buying traditional media -- Engaging in social media -- Generating publicity -- Monitoring implementation -- Evaluation basics -- Evaluation design -- Evaluation methods -- Using feedback to improve your program. Nedra Kline Weinreich. Includes index. Social marketing HF5414 .W44 2011 658.8 9781412953696 (pbk. : acid-free paper) 1412953693 (pbk. : acid-free paper) : 2010017528 DLC 100422 20230921135003.0 0000021655