000			02005cam a2200397 a 4500
001			115929
005			20230410115838.0
008			100825s2010 enka b 001 0 eng
035			_a16432453
010			_a 2010036550
020			_a9781849711937 (hardback)
020			_a9781849711142 (pbk.)
040			_aDLC _cDLC _dDLC
050	1	4	_aHN 18 _bR795h 2010
082	0	0	_a659
100	1		_aRose, Chris, _d1956-
245	1	0	_aHow to win campaigns : _bcommunications for change / _cChris Rose.
250			_a2nd ed.
260			_aLondon ; _aWashington, DC : _bEarthscan, _cc2010.
300			_aix, 381 p. : _bill. ; _c23 cm.
504			_aIncludes bibliographical references (p. [331]-358) and index.
505	0		_aIntroduction 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
520			_aThis 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.
650		0	_aSocial action.
650		0	_aCommunication in social action.
650		0	_aSocial marketing.
650		0	_aPersuasion (Psychology)
650		0	_aPublicity.
650		4	_aPrimera Jornada de Catalogacion.
650		4	_aComunicacion social.
650		4	_aPublicidad.
650		4	_aMarketing social.
650		4	_aPromoción de ventas.
650		4	_aPersuasion.
942			_2lcc _cbk
999			_c49099 _d49099