• 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.

Evaluation Methods
Evaluation methods

Collect the evaluation data using a variety of research methods, both quantitative and qualitative, for the broadest view of the effects of your social marketing program and areas that need improvement. The methods you use will be determined in part by the evaluation design and indicators you select. ...

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