TY  - BOOK
AU  - Eagle,Lynne
AU  - 
TI  - Social marketing.
SN  - 9780273727224 (print)
AV  - HF5414.E17 
U1  - 658.8 23
PY  - 2013///
CY  - New York
PB  - Pearson Education
KW  - Social marketing
N1  - 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 --
ER  -