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.
Social marketers must know as much about the market they are entering as someone considering opening a new pizza delivery service in a particular community. Is there a demand for pizza delivery? Who are the potential customers? Who is the main competition? Why have previous companies failed or succeeded? What are the ...