Nedra Kline Weinreich

Hands-On Social Marketing

A Step-By-Step Guide to Designing Change for Good

• Broschiertes Buch

Produktbeschreibung

Continuing the success of the previous edition, Hands-On Social Marketing, Second Edition demystifies the process of developing and implementing a social marketing campaign. The author translates the concepts of marketing into a clear, step-by-step process that almost anyone can follow. It will be indispensable to both students and practitioners in the fields of public health, social services, and health care communications. Completely revised and updated, the Second Edition includes: - Material related to the rise of the internet and social media has been added to reflect major changes in the way social marketing is being done. - A new case study has been added to reflect current trends. - More on the emotional component to marketing. - More in-depth information on communications theory has been added - More on ethics has been added - More on current channels (social networking sites, online gaming, entertainment education) has been added

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Produktdetails

• Verlag: Sage Publications
• 2nd edition
• Seitenzahl: 328
• Erscheinungstermin: 12. Oktober 2010
• Englisch
• Abmessung: 288mm x 217mm x 23mm
• Gewicht: 771g
• ISBN-13: 9781412953696
• ISBN-10: 1412953693
• Artikelnr.: 30834861

Autorenporträt

Nedra Kline Weinreich is President of Weinreich Communications, a consulting firm that works with nonprofits and government agencies to help them bring about health and social change. Since 1992, she has developed social marketing and social media programs for clients such as the U.S. Centers for Disease Control and Prevention, U.S. Substance Abuse and Mental Health Services Administration, National Institute for Child Health and Human Development, National Minority AIDS Council, Population Services International, Loyola University of Chicago and many others. Prior to her work with Weinreich Communications, Nedra designed health education and communication programs for public and private organizations. She earned her master's degree in health and social behavior from the Harvard School of Public Health and teaches a course on social marketing at the UCLA School of Public Health. She offers in-person and online trainings via her Social Marketing University program, as well as customized workshops. Nedra lives in Los Angeles, California, with her husband Gil and children Ariel and Leora. Nedra would love to hear from you with your thoughts about the book. You can reach her at: Email: [e-mail] Web: www.social-marketing.com Spare Change Blog: www.social-marketing.com/blog/ Twitter: www.twitter.com/Nedra

Inhaltsangabe

Foreword
Preface
Acknowledgments
Section I. What Is Social Marketing?
Chapter 1 - Social Marketing Basics
Chapter 2 - Not Just Business as Usual
Chapter 3 - The Social Marketing Mix
Chapter 4 - The Social Marketing Process
Section II. Step 1: Analysis
Chapter 5 - Research in the Social Marketing Process
Chapter 6 - Analysis
Chapter 7 - Conducting Formative Research
Section III. Step 2: Strategy Development
Chapter 8 - Segmenting the Target Audience
Chapter 9 - Building the Social Marketing Strategy
Section IV. Step 3: Program and Communication Design
Chapter 10 - Influencing Behavior by Design
Chapter 11 - Developing Effective Messages
Chapter 12 - Identifying Appropriate Channels
Chapter 13 - Producing Creative Communications
Section V. Step 4: Pretesting
Chapter 14 - Pretesting Principles
Chapter 15 - Conducting the Pretest
Chapter 16 - Using the Pretesting Results
Section VI. Step 5: Implementation
Chapter 17 - Developing an Implementation Plan
Chapter 18 - Planning and Buying Traditional Media
Chapter 19 - Engaging in Social Media
Chapter 20 - Generating Publicity
Chapter 21 - Monitoring Implementation
Section VII. Step 6: Evaluation and Feedback
Chapter 22 - Evaluation Basics
Chapter 23 - Evaluation Design
Chapter 24 - Evaluation Methods
Chapter 25 - Using Feedback to Improve Your Program
Appendix A: Social Marketing Resource List
Appendix B: Sample Knowledge, Attitudes, and Behaviors Survey
Appendix C: Sample Focus Group Recruitment Questionnaire
Appendix D: Sample Focus Group Topic Guide
Appendix E: Readability Testing Formula
Index
About the Author