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.
Chapter 2: Not Just Business as Usual
Not Just Business as Usual
The social marketing approach differs greatly from how health and human service organizations typically go about developing programs or materials. Often, professionals in these organizations think they know what people's problems are, what services they require, and what they need to know. These professionals ...