Weinreich, Nedra Kline, <br/><br/>
Hands-on social marketing :  a step-by-step guide to designing change for good / 
Nedra Kline Weinreich. 
 - Second edition. 
 - xiv, 309 pages :  illustrations ;  28 cm 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Social marketing basics -- Not just business as usual -- The social marketing mix -- The social marketing process -- Research in the social marketing process -- Analysis -- Conducting formative research -- Segmenting the target audience -- Building the social marketing strategy -- Influencing behavior by design -- Developing effective messages -- Identifying appropriate channels -- Producing creative communications -- Pretesting principles -- Conducting the pretesting methods -- Using the pretesting results -- Developing an implementation plan -- Planning and buying traditional media -- Engaging in social media -- Generating publicity -- Monitoring implementation -- Evaluation basics -- Evaluation design -- Evaluation methods -- Using feedback to improve your program. 
<br/><br/><label>ISBN: </label>1412953693 9781412953696 
<br/><br/><label>LCCN: </label>2010017528 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Social marketing.
<br/><br/><label>LC Class. No.: </label>HF5414  / .W44 2011 
<br/><br/><label>Dewey Class. No.: </label>658.8