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Hands-On Social Marketing : A Step-By-Step Guide to Designing Change for Good. 2nd ed. 実践ソーシャル・マーケティング 第2版
・ISBN 978-1-4129-5369-6 paper GB£ 147.00
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-4522-2487-9
| 著者・編者 | Weinreich, Nedra Kline, |
|---|---|
| 出版社 | (Sage, US) |
| 出版年月 | 2011 |
| ページ数 | 309 pp. |
| 言語 | ENG |
| ニュース番号 | ＜565-563＞ |
解説
Six fail-proof steps to social marketing success!
This book shows students and practitioners how to develop social marketing programs through a simple, six-step process of strategic planning and design. Nedra Kline Weinreich starts by introducing the concept of social marketing and then walks the reader through each of the six steps of the process: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback.
The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social marketing perspective.