Social marketing. / Lynne Eagle...[et al.].
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5414.E17 (Browse shelf) | 1 | Available | K/1420/1420/19 | |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5414.E171 (Browse shelf) | 2 | Available | K/1421/1421/19 | |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5414.E172 (Browse shelf) | 3 | Available | K/1422/1422/19 | |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5414.E173 (Browse shelf) | 4 | Available | K/1423/1423/19 |
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Includes bibliographical references and index.
Contents: 1. The principles of social marketing: What is social marketing? -- The core principles of social marketing -- The social marketing intervention planning process -- Upstream, policy, and partnerships -- Ethical issues in social marketing -- 2. Understanding the consumer : Understanding the customer: the role of theory -- Conducting research in social marketing -- Segmentation -- Social forces and population-level effects -- 3. Designing effective social marketing solutions: Designing social marketing interventions : products, branding, channels and places -- Message framing -- Creativity in social marketing -- Media planning -- The challenges of evaluation --
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