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Social marketing /

by Eagle, Lynne; Dahl, Stephan; Hill, Susie; Bird, Sara; Spotswood, Fiona; Tapp, Alan.
Material type: materialTypeLabelBookPublisher: New York : Pearson Education, 2013Description: xviii, 350 pages : illustrations ; 25 cm.ISBN: 9780273727224 (print); 0273727222 (print); ; .Subject(s): Social marketing
Contents:
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.
Item type Location Call number Status Date due Barcode Item holds
Book Book
Lee Yan Fong Library

Lee Yan Fong Library

Library Collection
HF5414 E1794 2013 (Browse shelf) Available 00003462
Total holds: 0
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HF5413 L48 2010 Guerrilla marketing goes green : HF5413 M37 2012 Sustainable marketing / HF5413 W56 2010 An introduction to green process management / HF5414 E1794 2013 Social marketing / HF5414 E93 2012 Social media marketing : HF5414 H37 2014 Social marketing : HF5414 H56 2012 Social business by design :

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.


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