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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.|