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ISBN: 0761908676, 978-1-4129-5369-6Издательство: Sage Publications
Год издания: 2011
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. Key Features Provides accompanying worksheets for each stage to serve as a ready-made "consultant" who asks all the right questions of readers going through the process Discusses the impact of social media, showing how it is no longer enough that we communicate with our audience; we must engage with the audience as well Emphasizes low-cost...