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

ISBN-10: 1412953693
ISBN-13: 9781412953696
Edition: 2nd 2011
List price: $70.00 Buy it from $58.63
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Description: 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  More...

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Book details

List price: $70.00
Edition: 2nd
Copyright year: 2011
Publisher: SAGE Publications, Incorporated
Publication date: 12/8/2010
Binding: Paperback
Pages: 328
Size: 8.50" wide x 11.25" long x 0.50" tall
Weight: 1.958
Language: English

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

Lin Kuzmich , of KCS, Inc., is an educational consultant, professor, and author from Loveland, CO. She served the Thompson School District in several roles as the assistant superintendent, executive director of secondary and elementary instruction, director of professional development, and a building principal. Her school was named a 2000 winner of the John R. Irwin Award for Academic Excellence and Improvement. In addition, for the past decade she has been involved in staff development through several universities and the Tointon Institute for Educational Change. Kuzmich is an adjunct professor at both Colorado State University and University of Northern Colorado. She is a senior consultant for the International Center for Leadership in Education, has provided training and consulting to school districts around the country, and has presented at numerous national conferences.

Preface
What is Social Marketing?
Social Marketing Basics
Not Just Business as Usual
The Social Marketing Mix
The Social Marketing Process
Step 1: Analysis
Research in the Social Marketing Process
Analyzing the Problem, Environment and Resources
Conducting Formative Research
Step 2: Strategy Development
Segmenting the Target Audience
Building the Social Marketing Strategy
Step 3: Program and Communication Design
Influencing Behavior by Design
Developing Effective Messages
Identifying Appropriate Channels
Producing Creative Communications
Step 4: Pretesting
Pretesting Principles
Pretesting Methods
Using the Pretesting Results
Step 5: Implementation
Developing an Implementation Plan
Planning and Buying Traditional Media
Engaging in Social Media
Generating Publicity
Monitoring Implementation
Step 6: Evaluation and Feedback
Evaluation Basics
Evaluation Design
Evaluation Methods
Using Feedback to Improve Your Program
Social Marketing Resource List
Sample KAB Survey
Sample Focus Group Recruitment Questionnaire
Sample Focus Group Topic Guide
Readability Testing Formula

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