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Hands-On Social Marketing
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Hands-On Social Marketing
A Step-by-Step Guide to Designing Change for Good

Second Edition


June 2012 | 328 pages | SAGE Publications, Inc
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

 
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

A useful and practical book which will be used as a supplementary text to inform the sessions that relate to communication in Health promotion and Mass media.

Dr Fiona McGowan
Health and Biosciences , University of East London
January 26, 2011

I adopted this book as it proved to be very practical and easy to read

Mr Maurice Murphy
Management and Marketing, Cork Institute of Technology
January 26, 2011
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Nedra Kline Weinreich

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... More About Author

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ISBN: 9781412953696
$100.00 

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