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 9: Building the Social Marketing Strategy
Building the Social Marketing Strategy
On the basis of the results of the research you have conducted, you can start to build a program strategy This strategy might need to be modified as you do more research, but it will serve as a reference point throughout the program development process. In the strategy, you will set goals and measurable ...