TY  - BOOK
AU  - Rose,Chris
TI  - How to win campaigns: communications for change 
SN  - 9781849711937 (hardback)
AV  - HN 18 R795h 2010
U1  - 659 
PY  - 2010///
CY  - London, Washington, DC
PB  - Earthscan
KW  - Social action
KW  - Communication in social action
KW  - Social marketing
KW  - Persuasion (Psychology)
KW  - Publicity
KW  - Primera Jornada de Catalogacion
KW  - Comunicacion social
KW  - Publicidad
KW  - Marketing social
KW  - Promoción de ventas
KW  - Persuasion
N1  - Includes bibliographical references (p. [331]-358) and index; Introduction 1. How To Begin 2. Communicating With Humans 3. Motivational Values 4. Campaign Research and Development 5. Campaign Plans 6. Organizing Campaign Communications 7. Constructing Campaign Propositions 8. Working With News Media 9. Keeping A Campaign Going 10. Old Media, New Media 11. To Do And Not To Do 12. The Bigger Picture Basic Campaign Checklist Case studies: Climate Change Campaigning: The effect of starting conditions Converting an Issue into a Campaign: The Case of WWF's Chemicals and Health Campaign Formative Campaign Research: The Undersea Obama Election Campaign: A New Media Case Study Issues and Power Analysis: Greening Apple Computers
N2  - This comprehensive exploration of what works in campaigning is a practical 'how-to' guide for using the principles and strategies of effective campaigning as a new form of public politics
ER  -