Social marketing casebook. (2011)

• Record Type: Book
• Further Information: Note: Jeff French, Rowena Merritt, and Lucy Reynolds.
• Other Names: French, Jeff; Reynolds, Lucy; Merritt, Rowena
• 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.
• Publisher Details: London : SAGE Publications Ltd
• Publication Date: 2011
• Extent: 1 online resource (280 pages)
• Subjects: 658.8; Social marketing -- Case studies
• Languages: English
• ISBNs: 9781446291986; 1446291987
• 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.