Eagle, Lynne. creator Eagle, Lynne text bibliography nyu 2013 monographic eng

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pages cm Contents: 1. 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 -- 2. Understanding the consumer : Understanding the customer: the role of theory -- Conducting research in social marketing -- Segmentation -- Social forces and population-level effects -- 3. Designing effective social marketing solutions: Designing social marketing interventions : products, branding, channels and places -- Message framing -- Creativity in social marketing -- Media planning -- The challenges of evaluation -- Lynne Eagle...[et al.]. Includes bibliographical references and index. Social marketing HF5414.E17 658.8 9780273727224 (print) 2012034833 DLC 120919 20211123103602.0 17467793 eng