• 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.

The Social Marketing Mix
The social marketing mix

As you design a social marketing program, you will need to think through various strategic factors to create an approach that is most likely to appeal to your audience and meet its needs. To develop a comprehensive strategy, social marketing borrows an idea from traditional marketing practice called the ...

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