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.

Conducting Formative Research

Conducting formative research

Researching the Segments

Now that you know exactly which segments you are targeting, build on the information you have already gathered from secondary research. To determine the best way in which to reach the people in each segment, go directly to the experts—members of the segments themselves. Words that ...

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