Social Marketing Casebook

Introduction
Key Principles and Concepts of Social Marketing
Planning Social Marketing
Developing Culturally Sensitive Interventions
Community-Based Social Marketing
Segmenting Target Audiences
Using Theory to Develop Effective Interventions
Inroads into Africa: Enabling Local Services
Being Honest about Challenges
Reaching the 'Hard to Reach'
Using a Full Intervention Mix
Using Service 'Pull' to Complement Customer 'Push'
Working with Local Services
Building Strong Communications into the Marketing Mix
Using Enforcement in the Methods Mix
Creating Access to the Right Products
Co-Production with the Private Sector
'Franchising' Social Marketing
Changing Behaviour Holistically
The Importance of Evaluation
Overview and Top Tips

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• Vendas e marketing

public health;not-for-profit marketing;health studies;social change;health promotion