Lee Yan Fong Library

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Eagle, Lynne.

Social marketing / Lynne Eagle, Stephan Dahl, Susie Hill, Sara Bird, Fiona Spotswood and Alan Tapp. - New York : Pearson Education, 2013. - xviii, 350 pages : illustrations ; 25 cm

Includes bibliographical references and index.

Preface -- List of contributors -- Authors' acknowledgements -- Publisher's acknowledgements -- 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 -- Understanding the citizen -- Understanding the consumer : the role of theory -- Conducting reasearch in social marketing -- Segmentation -- Social forces and population-level effects -- Designing effective social marketing solutions -- Designing social marketing interventions : products, services, locations, channels -- Message framing -- Creativity in social marketing -- Media in social marketing -- Measurement and evaluation of social marketing programmes -- Glossary -- Index.

ISBN: 9780273727224 (print) 0273727222 (print)

LCCN: 2012034833

Subjects--Topical Terms:
Social marketing.

LC Class. No.: HF5414 / E1794 2013

Dewey Class. No.: 658.8