ERIC Number: ED208827
Record Type: Non-Journal
Publication Date: 1981
Reference Count: N/A
Social Marketing. A Guide. First Draft.
Rosenau, Fred S.
This introductory guide to nonprofit social marketing provides marketing techniques and guidelines in seven chapters. Topics covered include a general discussion of social marketing, with several definitions; market research, including factors to be considered in planning a marketing strategy, forces for and against educational changes, cluster examples of potential buyers or adopters, and the qualities of a marketable product; ways to make marketing more efficient and the usefulness of networking; the purposes of messages, interesting news features, and marketing goals in building an image; the techniques of mail order and display advertising and promotional materials, including sources of information on direct mailing; effective techniques for successful presentations, the advantages of exhibiting a product or service, and the use of seminars; and selling costs involved in nonprofit marketing. (RBF)
Publication Type: Guides - General
Education Level: N/A
Authoring Institution: Far West Lab. for Educational Research and Development, San Francisco, CA.