Hands-On Social Marketing : A Step-by-Step Guide to Designing Change for Good

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  • Edition: 2nd
  • Format: Paperback
  • Copyright: 2010-10-12
  • Publisher: SAGE Publications, Inc
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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
Pretesting Principles
Pretesting Methods
Using the Pretesting Results
Step 5: Implementation
Developing an Implementation Plan
Planning and Buying Traditional Media
Engaging in Social Media
Generating Publicity
Monitoring Implementation
Step 6: Evaluation and Feedback
Evaluation Basics
Evaluation Design
Evaluation Methods
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.

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