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 4: The Social Marketing Process
The Social Marketing Process
Although the prospect of creating a social marketing program might be daunting, following the common advice of breaking a large task into smaller ones will help. Social marketing provides a straightforward framework for program development that, if followed, ensures that each critical piece occurs at the ...