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.
Section I: What is Social Marketing?
Before jumping into creating your social marketing program, it is essential to understand the fundamentals of social marketing and how best to use it. In Section I, you will learn these fundamentals in the following four chapters: