Strategic Social Marketing

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Strategic Social Marketing

Jeff French,Ross Gordon
Strategic Social Marketing Book PDF

Author : Jeff French,Ross Gordon
Publisher : SAGE
Page : 449 pages
File Size : 55,9 Mb
Release : 2015-01-31
Category : Business & Economics
ISBN : 9781473927674

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Strategic Social Marketing by Jeff French,Ross Gordon Pdf

This book is not available as a print inspection copy. To download an e-version click here or for more information contact your local sales representative. ′For anyone interested in great social marketing practice in the 21st century, and how it needs to adapt as our understanding of behaviour change evolves, this publication is chock full of good practice and smart strategy.’ Dan Metcalfe, Deputy Director - Marketing, Public Health England, UK Strategic Social Marketing takes a systemic approach to explaining and illustrating the added value of applying marketing to solve social problems. The authors present social marketing principles in a strategic, critical and reflexive way to help engender social good via the effectiveness and efficiency of social programmes in areas such as Health, Environment, Governance and Public Policy. In illustrating how it can be applied, the text places Strategic Social Marketing in a global context, giving examples and case studies from around the world. Set into a clear structure it: Takes you through an exploration of why marketing should be an integral component of all social programme design and delivery when looking to achieve social good Moves on to the nature and application of social marketing, rethinking traditional concepts such as ‘value’ and ‘exchange’ in the social context Lays out the ‘how to’ so you can create fully realised strategy, plans, frameworks and tactics to influence behaviours. Visit the Strategic Social Marketing Website - Featuring free resources for marketing students and lecturers.

Strategic Social Marketing

Jeff French,Ross Gordon
Strategic Social Marketing Book PDF

Author : Jeff French,Ross Gordon
Publisher : SAGE
Page : 655 pages
File Size : 44,8 Mb
Release : 2019-11-08
Category : Business & Economics
ISBN : 9781526471635

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Strategic Social Marketing by Jeff French,Ross Gordon Pdf

Adopting an international approach and offering a broader context, this second edition of Strategic Social Marketing presents social marketing principles in a strategic, critical and reflexive way, illustrating the value of applying marketing to solve social problems, including: • A brand new chapter on evaluation. • Updated advances in relevant research and theorizing. • New vignettes and short case studies to illustrate theories throughout the text. The authors explore the reasons why marketing should be an integral component of all social programme design and delivery when looking to achieve social good, while progressing on to the nature and application of social marketing; rethinking traditional concepts such as ‘value’ and ‘exchange’ in the social context. Their hands-on features then let students lay out strategy, plans, frameworks and tactics to influence behaviours.

Social Marketing Casebook

Jeff French,Rowena Merritt,Lucy Reynolds
Social Marketing Casebook Book PDF

Author : Jeff French,Rowena Merritt,Lucy Reynolds
Publisher : SAGE
Page : 281 pages
File Size : 41,8 Mb
Release : 2011-10-03
Category : Business & Economics
ISBN : 9781446253946

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Social Marketing Casebook by Jeff French,Rowena Merritt,Lucy Reynolds Pdf

Social Marketing Casebook brings together for the first time a dedicated collection of social marketing case studies and vignettes from around the world. Each case study is explored from the scoping and research stage right through to evaluation, providing the reader with a complete overview of the most important building blocks in social marketing and how these can be applied to the real world, including: - Insights from the key people involved in social marketing and the identification of the common themes associated with successful social marketing strategies. - An international range of cases from the health, environmental and civic sectors, from national and governmental programmes to local, small-budget interventions; - Comprehensive coverage of the whole process, from strategy, and implementation, through to the challenges and lessons learned; and - Academic exercises, discussion questions and references to reinforce student learning. This book demystifies social marketing for undergraduate and postgraduate marketing and health studies students, as well as practitioners in government, public institutions, NGOs and private organisations looking to develop more effective social change programmes.

Strategic Social Media

L. Meghan Mahoney,Tang Tang
Strategic Social Media Book PDF

Author : L. Meghan Mahoney,Tang Tang
Publisher : John Wiley & Sons
Page : 368 pages
File Size : 49,8 Mb
Release : 2016-10-31
Category : Business & Economics
ISBN : 9781118556849

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Strategic Social Media by L. Meghan Mahoney,Tang Tang Pdf

Strategic Social Media is the first textbook to go beyond the marketing plans and how-to guides, and provide an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals. Explores the best marketing practices for reaching business goals, while also providing strategies that students/readers can apply to any past, present or future social media platform Provides comprehensive treatment of social media in five distinct sections: landscape, messages, marketing and business models, social change, and the future Emphasizes social responsibility and ethics, and how this relates to capitalizing on market share Highlights marketing strategies grounded in research that explains how practitioners can influence audience behaviour Each chapter introduces theory, practice, action plans, and case studies to teach students the power and positive possibilities that social media hold

Strategic Social Media Management

Karen E. Sutherland
Strategic Social Media Management Book PDF

Author : Karen E. Sutherland
Publisher : Springer Nature
Page : 431 pages
File Size : 43,9 Mb
Release : 2020-12-21
Category : Business & Economics
ISBN : 9789811546587

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Strategic Social Media Management by Karen E. Sutherland Pdf

This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of social media management with international examples and perspectives. Aside from focusing on practical application of marketing strategy, the textbook also takes students through the process of strategy development, ethical and accurate content curation, and strategy implementation, through detailed explanations of content creation. Combining theory and practice, Strategic Social Media Management teaches students how to take a strategic approach to social media from an organisational and business perspective, and how to measure results. Richly supported by robust and engaging pedagogy and cases in each chapter, it integrates perspectives from public relations, marketing and advertising, and examines key topics such as risk, ethics, privacy, consent, copyright issues, and crises management. It also provides dedicated coverage of content strategy and campaign planning and execution. Reflecting the demands of contemporary practice, advice on self-care for social media management is also offered, helping to protect people in this emerging profession from the negativity that they can experience online when managing an organisation’s social media presence. After reading this textbook, students will be able to develop a social media strategy, curate accurate and relevant content, and create engaging social media content that tells compelling stories, connects with target audiences and supports strategic goals and objectives. This is an ideal textbook for students studying social media strategy, marketing and management at undergraduate level. It will also be essential reading for marketing, public relations, advertising and communications professionals looking to hone their social media skills and strategies.

Handbook of Research on Integrating Social Media into Strategic Marketing

Hajli, Nick
Handbook of Research on Integrating Social Media into Strategic Marketing Book PDF

Author : Hajli, Nick
Publisher : IGI Global
Page : 440 pages
File Size : 44,9 Mb
Release : 2015-04-30
Category : Business & Economics
ISBN : 9781466683549

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Handbook of Research on Integrating Social Media into Strategic Marketing by Hajli, Nick Pdf

To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. The Handbook of Research on Integrating Social Media into Strategic Marketing explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic. This book is intended for marketing professionals, business managers, and anyone interested in how social media fits into today’s marketing environments.

Social Media for Strategic Communication

Karen Freberg
Social Media for Strategic Communication Book PDF

Author : Karen Freberg
Publisher : SAGE Publications
Page : 477 pages
File Size : 45,7 Mb
Release : 2021-07-02
Category : Language Arts & Disciplines
ISBN : 9781071826881

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Social Media for Strategic Communication by Karen Freberg Pdf

Social Media for Strategic Communication: Creative Strategies and Research-Based Applications Second Edition teaches students the skills and principles needed to use social media in persuasive communication campaigns. This book combines cutting edge research with practical, on-the-ground instruction to prepare students for the real-world challenges they’ll face in the workplace. By focusing on strategic thinking and awareness, this book gives students the tools they need to adapt what they learn to new platforms and technologies that may emerge in the future. A broad focus on strategic communication – from PR, advertising, and marketing, to non-profit advocacy—gives students a broad base of knowledge that will serve them wherever their careers may lead. The Second Edition features new case studies and exercises and increased coverage of diversity and inclusion issues and influencer marketing trends.

Social Marketing and Social Change

R. Craig Lefebvre
Social Marketing and Social Change Book PDF

Author : R. Craig Lefebvre
Publisher : John Wiley & Sons
Page : 592 pages
File Size : 42,6 Mb
Release : 2013-02-18
Category : Medical
ISBN : 9780470936849

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Social Marketing and Social Change by R. Craig Lefebvre Pdf

How can we facilitate more effective, efficient, equitable and sustainable solutions to the problems that confound our communities and world? Social marketing guru R. Craig LeFebvre weaves together multi-level theories of change, research and case studies to explain and illustrate the development of social marketing to address some of society’s most vexing problems. The result is a people-centered approach that relies on insight and empathy as much as on data for the inspiration, design and management of programs that strive for changes for good. This text is ideal for students and professionals in health, nonprofit, business, social services, and other areas. “This is it -- the comprehensive, brainy road map for tackling wicked social problems. It’s all right here: how to create and innovate, build and implement, manage and measure, scale up and sustain programs that go well beyond influencing individual behaviors, all the way to broad social change in a world that needs the help.”—Bill Novelli, Professor, McDonough School of Business, Georgetown University, former CEO, AARP and founder, Porter Novelli and the Campaign for Tobacco-Free Kids “I’m unaware of a more substantive treatise on social marketing and social change. Theoretically based; pedagogically focused; transdisciplinary; innovative; and action oriented: this book is right for our time, our purpose, and our future thinking and action.”—Robert Gold, MS, PhD, Professor of Public Health and Former Dean of the School of Public Health at the University of Maryland, College Park “This book -- like its author -- is innovative and forward-looking, yet also well-grounded in the full range of important social marketing fundamentals.”—Edward Maibach, MPH, PhD, University Professor and Director, Center for Climate Change Communication, George Mason University

A Social Strategy

Mikolaj Jan Piskorski
A Social Strategy Book PDF

Author : Mikolaj Jan Piskorski
Publisher : Princeton University Press
Page : 287 pages
File Size : 46,5 Mb
Release : 2016-02-23
Category : Business & Economics
ISBN : 9780691169262

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A Social Strategy by Mikolaj Jan Piskorski Pdf

What people get out of social media—and how businesses can get more out of it Almost no one had heard of social media a decade ago, but today websites such as Facebook, Twitter, and LinkedIn have more than 1 billion users and account for almost 25 percent of Internet use. Practically overnight, social media seems indispensable to our lives—from friendship and dating to news and business. What makes social media so different from traditional media? Answering that question is the key to making social media work for any business, argues Miko?aj Piskorski, one of the world's leading experts on the business of social media. In A Social Strategy, he provides the most convincing answer yet, one backed by original research, data, and case studies from companies such as Nike and American Express. Drawing on his analysis of proprietary data from social media sites, Piskorski argues that the secret of successful ones is that they allow people to fulfill social needs that either can’t be met offline or can be met only at much greater cost. This insight provides the key to how companies can leverage social platforms to create a sustainable competitive advantage. Companies need to help people interact with each other before they will promote products to their friends or help companies in other ways. Done right, a company’s social media should benefit customers and the firm. Piskorski calls this "a social strategy," and he describes how companies such as Yelp and Zynga have done it. Groundbreaking and important, A Social Strategy provides not only a story- and data-driven explanation for the explosion of social media but also an invaluable, concrete road map for any company that wants to tap the marketing potential of this remarkable phenomenon.

SOCIAL MARKETING

Philip Kotler
SOCIAL MARKETING Book PDF

Author : Philip Kotler
Publisher : Unknown
Page : 420 pages
File Size : 45,5 Mb
Release : 1989-10-30
Category : Business & Economics
ISBN : UOM:39015050198012

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SOCIAL MARKETING by Philip Kotler Pdf

Outlines hows groups devoted to social change can effectively utilize their resources to maximize results, providing a marketing framework for social campaigning and targeting consumer groups.

Social Marketing and Public Health

Jeff French
Social Marketing and Public Health Book PDF

Author : Jeff French
Publisher : Oxford University Press
Page : 273 pages
File Size : 51,9 Mb
Release : 2017
Category : Medical
ISBN : 9780198717690

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Social Marketing and Public Health by Jeff French Pdf

The last ten years have seen tremendous advances in the theoretical and practice base of social marketing globally. This book provides up to date thinking on social marketing theory and practice, introducing new conceptual models and approaches to influencing behaviour to promote health and prevent disease.

Maximize Your Social

Neal Schaffer
Maximize Your Social Book PDF

Author : Neal Schaffer
Publisher : John Wiley & Sons
Page : 226 pages
File Size : 52,6 Mb
Release : 2013-09-06
Category : Business & Economics
ISBN : 9781118756683

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Maximize Your Social by Neal Schaffer Pdf

Create and maintain a successful social media strategy for your business Today, a large number of companies still don't have a strategic approach to social media. Others fail to calculate how effective they are at social media, one of the critical components of implementing any social media strategy. When companies start spending time and money on their social media efforts, they need to create an internal plan that everyone can understand. Maximize Your Social offers a clear vision of what businesses need to do to create—and execute upon—their social media for business road map. Explains the evolution of social media and the absolute necessity for creating a social media strategy Outlines preparation for, mechanics of, and maintenance of a successful social media strategy Author Neal Schaffer was named a Forbes Top 30 Social Media Power Influencer, is the creator of the AdAge Top 100 Global Marketing Blog, Windmill Networking, and a global social media speaker Maximize Your Social will guide you to mastery of social media marketing strategies, saving you from spending a chunk of your budget on a social media consultant. Follow Neal Schaffer's advice, and you'll be able to do it yourself—and do it right.

Hands-On Social Marketing

Nedra Kline Weinreich
Hands On Social Marketing Book PDF

Author : Nedra Kline Weinreich
Publisher : SAGE Publications
Page : 329 pages
File Size : 52,9 Mb
Release : 2010-10-12
Category : Business & Economics
ISBN : 9781452223124

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Hands-On Social Marketing by Nedra Kline Weinreich Pdf

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. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social marketing perspective.

Social Media in Strategic Management

Miguel R. Olivas-Lujan,Tanya Bondarouk
Social Media in Strategic Management Book PDF

Author : Miguel R. Olivas-Lujan,Tanya Bondarouk
Publisher : Emerald Group Publishing
Page : 329 pages
File Size : 48,9 Mb
Release : 2013-08-08
Category : Business & Economics
ISBN : 9781781908990

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Social Media in Strategic Management by Miguel R. Olivas-Lujan,Tanya Bondarouk Pdf

Social media are changing the way businesses interact in technology-mediated ways with most of their stakeholders. Conventional wisdom is being challenged and virtual workspaces that had never been conceptualized are opening at blistering speed. This volume identifies and demystifies this set of exciting new family of user-generated content technol

Social Marketing

Nancy R. Lee,Philip Kotler
Social Marketing Book PDF

Author : Nancy R. Lee,Philip Kotler
Publisher : SAGE Publications
Page : 521 pages
File Size : 49,7 Mb
Release : 2011-10-20
Category : Social Science
ISBN : 9781412981491

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Social Marketing by Nancy R. Lee,Philip Kotler Pdf

The Fourth Edition of Social Marketing is the definitive textbook for the planning and implementation of programs designed to bring about social change. No other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action. It provides a solid foundation of fundamental marketing principles and techniques, and then expands them to illustrate techniques specific to practitioners and agencies with missions to enhance public health, prevent injuries, protect the environment, and motivate community involvement.This book is coauthored by arguably the most influential individual in the field of marketing, Philip Kotler, who coined the term "social marketing" in 1971 (with Gerald Zaltman) and Nancy R. Lee, a preeminent lecturer, consultant, and author in social marketing. Key Features: - Presents an introductory case for each chapter, and a concluding case for a majority of chapters to demonstrate for students why and how social marketing works. - Enhances understanding with chapter summaries of key points and questions for discussion. - Provides a step-by-step guide to developing a marketing plan, with chapters presented sequentially to support planning development and the inclusion of worksheets in the appendix; - It incorporates contributions from a range of internationally known social marketers who provide real cases to set the stage for each chapter. Past contributors have included individuals from the CDC, National Centre for Social Marketing, AARP, the Office of National Drug Control Policy, and others.