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Hands-on Social Marketing - 9781412953696

Un libro in lingua di Weinreich Nedra Kline edito da Sage Pubns, 2010

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For the past two decades, Los Angeles-based communications consultant Weinreich has worked with a variety of US nonprofits and federal government agencies, such as the US Centers for Disease Control and Prevention, developing social marketing and social media programs to help organizations promote health and social change. She offers professionals and students a guide to developing social marketing programs through a step-by-step process of strategic planning and design. The opening section introduces the concept of social marketing; subsequent sections explain the six steps of the process--analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback. The second edition incorporates social marketing developments that have occurred since publication of the first edition in 1999, and offers a more complete understanding of how to apply the design approach to effect behavior change. Annotation ©2011 Book News, Inc., Portland, OR (booknews.com)

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