Hands-On Social Marketing: A Step-by-Step Guide to Designing Change for Good

ha/6282528

Автор: Nedra Kline Weinreich

Издательство: Sage Publications

Год: 2011

Дополнительные характеристики

Формат
215x280
Страниц
328 стр.


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Описание:

This book shows students and practitioners how to develop social marketing programs through a simple, six-step process of strategic planning and design. Nedra Kline Weinreich starts by introducing the concept of social marketing and then walks the reader through each of the six steps of the process: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback.
The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change.

Key Features

  • Provides accompanying worksheets for each stage to serve as a ready-made consultant who asks all the right questions of readers going through the process
  • Discusses the impact of social media, showing how it is no longer enough that we communicate with our audience; we must engage with the audience as well
  • Emphasizes low-cost research methods and shows students and practitioners how to stretch a small budget without sacrificing quality

    All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social marketing perspective.



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