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This book shows students and practitioners how to develop social marketing programs through a simple, six-step process of strategic planning and design. Nedra Kline Weinreich starts by introducing the concept of social marketing and then walks the reader through each of the six steps of the process: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback. The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social marketing perspective.
Table of Contents
|What is Social Marketing?|
|Social Marketing Basics|
|Not Just Business as Usual|
|The Social Marketing Mix|
|The Social Marketing Process|
|Step 1: Analysis|
|Research in the Social Marketing Process|
|Analyzing the Problem, Environment and Resources|
|Conducting Formative Research|
|Step 2: Strategy Development|
|Segmenting the Target Audience|
|Building the Social Marketing Strategy|
|Step 3: Program and Communication Design|
|Influencing Behavior by Design|
|Developing Effective Messages|
|Identifying Appropriate Channels|
|Producing Creative Communications|
|Step 4: Pretesting|
|Using the Pretesting Results|
|Step 5: Implementation|
|Developing an Implementation Plan|
|Planning and Buying Traditional Media|
|Engaging in Social Media|
|Step 6: Evaluation and Feedback|
|Using Feedback to Improve Your Program|
|Social Marketing Resource List|
|Sample KAB Survey|
|Sample Focus Group Recruitment Questionnaire|
|Sample Focus Group Topic Guide|
|Readability Testing Formula|
|Table of Contents provided by Ingram. All Rights Reserved.|