Social marketing casebook. (2011)

• Record Type: Book
• Further Information: Note: Jeff French, Rowena Merritt, and Lucy Reynolds.
• Other Names: French, Jeff; Merritt, Rowena; Reynolds, Lucy; National Social Marketing Centre.
• Contents: Introduction; 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 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
• Publisher Details: Los Angeles : SAGE
• Publication Date: 2011
• Extent: 1 online resource (vi, 270 pages :), illustrations
• Subjects: 658.8; Social marketing -- Case studies; Marketing; Marketing; Social marketing; Electronic books; Case studies
• Languages: English
• ISBNs: 9781446253946; 1446253945; 9781446250877; 1446250873
• Related ISBNs: 0857025430; 0857025449; 9780857025432; 9780857025449
• Notes: Note: Includes bibliographical references and index.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.