01953cam a2200373 a 450000100070000000500170000700800410002403500130006501000170007802000290009502000250012404000180014905000220016708200080018910000240019724500690022125000120029026000510030230000330035350400660038650506710045252001930112365000190131665000360133565000220137165000280139365000150142165000370143665000250147365000160149865000220151465000270153665000160156311592920230410115838.0100825s2010    enka     b    001 0 eng    a16432453  a  2010036550  a9781849711937 (hardback)  a9781849711142 (pbk.)  aDLCcDLCdDLC14aHN 18bR795h 201000a6591 aRose, Chris,d1956-10aHow to win campaigns :bcommunications for change /cChris Rose.  a2nd ed.  aLondon ;aWashington, DC :bEarthscan,cc2010.  aix, 381 p. :bill. ;c23 cm.  aIncludes bibliographical references (p. [331]-358) and index.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  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. 0aSocial action. 0aCommunication in social action. 0aSocial marketing. 0aPersuasion (Psychology) 0aPublicity. 4aPrimera Jornada de Catalogacion. 4aComunicacion social. 4aPublicidad. 4aMarketing social. 4aPromoción de ventas. 4aPersuasion.