Social Marketing Research for Global Public Health offers proven guidelines for crafting campaigns that work in public health. It equips readers with tools pioneered by corporate marketers to increase the efficacy of public health interventions in any setting.
Social Marketing Research for Global Public Health offers proven guidelines for crafting campaigns that work in public health. It equips readers with tools pioneered by corporate marketers to increase the efficacy of public health interventions in any setting.
W. Douglas Evans, Ph.D., is Professor of Prevention and Community Health at The George Washington University. He has published extensively on the effectiveness of health communication and marketing for behavior change. He conducts research on health branding and the development and evaluation of new health technologies. He works both in the United States and in developing countries. In addition to the current volume, he previously published Public Health Branding, and is finishing The Psychology of Branding.
Inhaltsangabe
* Preface * Foreword * 1. Introduction to Social Marketing Research * 2. Research Methods and Evidence for Social Marketing * 3. Formative Research * 4. Brand Research * 5. Efficacy and Message Testing Methods for Social Marketing Research * 6. Monitoring and Evaluation Research: Tools and Evidence for Understanding Social Marketing Performance During and After Implementation * 7. Social Marketing Research in the Digital Media Age * 8. Quasi-Experimental and Heavy-Up Experiments in Social Marketing * 9. Case Studies: Social Marketing Research in Action * 10. Lessons Learned and Future Social Marketing Research
* Preface * Foreword * 1. Introduction to Social Marketing Research * 2. Research Methods and Evidence for Social Marketing * 3. Formative Research * 4. Brand Research * 5. Efficacy and Message Testing Methods for Social Marketing Research * 6. Monitoring and Evaluation Research: Tools and Evidence for Understanding Social Marketing Performance During and After Implementation * 7. Social Marketing Research in the Digital Media Age * 8. Quasi-Experimental and Heavy-Up Experiments in Social Marketing * 9. Case Studies: Social Marketing Research in Action * 10. Lessons Learned and Future Social Marketing Research
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