Chapter

Scoping

Lucy Reynolds and Rowena Merritt

in Social Marketing and Public Health

Published in print October 2009 | ISBN: 9780199550692
Published online February 2010 | e-ISBN: 9780191720413 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780199550692.003.11
 Scoping

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This chapter discusses the first stage of the Total Process Planning (TPP) framework: scoping. It provides a practical introduction to the scoping phases of social marketing; outlines the processes, objectives, and outcomes involved in this phase; and introduces key concepts, including customer insight, research, and audience segmentation.

Keywords: Total Process Planning; social marketing initiatives; scoping; public sector programmes; customer insight; audience segmentation

Chapter.  12636 words.  Illustrated.

Subjects: Public Health and Epidemiology

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