• 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.

Research in the Social Marketing Process
Research in the social marketing process

Research plays a key role throughout the social marketing process—in understanding the issue and audience to develop an effective strategy, in tracking the implementation of the program, and in assessing the success of your efforts. If the word research is too daunting for you, ...

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