• 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.

Identifying Appropriate Channels
Identifying appropriate channels

Channel in social marketing does not mean the television station on which you air your commercials. The term refers to the medium that delivers your program's messages. This involves the marketing mix ideas of “place” and “promotion.” Which methods will you use to get the message out or ...

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