• Summary
  • Contents
  • Subject index

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.

Step 1: Analysis
Step 1: Analysis
Section Overview

Before you jump into designing your social marketing program, you need to take a deep breath and just look around. Research plays an important role in the development of your program, and the first step is to gather all the information you can about the problem you ...

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