• 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.

Using the Pretesting Results
Using the pretesting results

With all of the feedback about your materials that you have gathered from the target audience and other sources, you might be wondering, “Now what do I do?” The results might conflict with each other, there might be no consensus, or you might simply not be sure where to start. At this stage, you will analyze and ...

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