• 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 2: Strategy Development
Step 2: Strategy development
Section Overview

With the research complete, it's time to take all the information you have gathered and apply it to creating a comprehensive strategy. First, you will need to refine which segments of your target audience you will target in your program and to determine whether you ...

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