Hands-On Social Marketing
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Hands-On Social Marketing
A Step-by-Step Guide to Designing Change for Good

Second Edition
Companion Website

Courses:
Social Marketing

© 2011 | 328 pages | SAGE Publications, Inc

Six fail-proof steps to social marketing success!

This book shows students and practitioners how to develop social marketing programs through a simple, six-step process of strategic planning and design. Nedra Kline Weinreich starts by introducing the concept of social marketing and then walks the reader through each of the six steps of the process: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback.

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.

Follow the author on Facebook - click here to visit her page!

 
Foreword
 
Preface
 
Acknowledgments
 
Section I. What Is Social Marketing?
 
Chapter 1 – Social Marketing Basics
 
Chapter 2 – Not Just Business as Usual
 
Chapter 3 – The Social Marketing Mix
 
Chapter 4 – The Social Marketing Process
 
Section II. Step 1: Analysis
 
Chapter 5 – Research in the Social Marketing Process
 
Chapter 6 – Analysis
 
Chapter 7 – Conducting Formative Research
 
Section III. Step 2: Strategy Development
 
Chapter 8 – Segmenting the Target Audience
 
Chapter 9 – Building the Social Marketing Strategy
 
Section IV. Step 3: Program and Communication Design
 
Chapter 10 – Influencing Behavior by Design
 
Chapter 11 – Developing Effective Messages
 
Chapter 12 – Identifying Appropriate Channels
 
Chapter 13 – Producing Creative Communications
 
Section V. Step 4: Pretesting
 
Chapter 14 – Pretesting Principles
 
Chapter 15 – Conducting the Pretest
 
Chapter 16 – Using the Pretesting Results
 
Section VI. Step 5: Implementation
 
Chapter 17 – Developing an Implementation Plan
 
Chapter 18 – Planning and Buying Traditional Media
 
Chapter 19 – Engaging in Social Media
 
Chapter 20 – Generating Publicity
 
Chapter 21 – Monitoring Implementation
 
Section VII. Step 6: Evaluation and Feedback
 
Chapter 22 – Evaluation Basics
 
Chapter 23 – Evaluation Design
 
Chapter 24 – Evaluation Methods
 
Chapter 25 – Using Feedback to Improve Your Program
 
Appendix A: Social Marketing Resource List
 
Appendix B: Sample Knowledge, Attitudes, and Behaviors Survey
 
Appendix C: Sample Focus Group Recruitment Questionnaire
 
Appendix D: Sample Focus Group Topic Guide
 
Appendix E: Readability Testing Formula
 
Index
 
About the Author

Supplements

Worksheets
Hands-on Social Marketing: A Step-by-Step Guide to Designing Change for Good, Second Edition, by Nedra Kline Weinreich provides a clearly defined process for program development. By using these accompanying worksheets in your planning, you have a ready-made “consultant” asking all the right questions as you plan your program.

This book is a good book that gives valuable information about social marketing. I am considering using it as a supplement book in strategic marketing course.

Dr Rania Mostafa
Marketing and PR, Leeds Metropolitan University
May 4, 2011

The text is most appropriate for first year marketing students. It is an easy to follow guide that provides basic definitions of key concepts and a simple step by step action plan for students to design their own social marketing strategy. Best used in concert with another text that provides more in-depth consideration on social marketing.

Dr Corrie Lynn McDougall
Institute of History and International Studies, Aalborg University
March 22, 2011

Adopted as supplementary reading for leadership course. Very good primer with an application focus

Dr Patrick Lenihan
School of Public Health, University of Illinois Chicago
March 21, 2011

I liked this text. Practical information. Hope to use it in the future.

Mr Ron Staebell
Business Division, Oklahoma Wesleyan University
March 7, 2011

A useful and practical book which will be used as a supplementary text to inform the sessions that relate to communication in Health promotion and Mass media.

Dr Fiona McGowan
Health and Biosciences , University of East London
January 26, 2011
Key features

Key Features

  • Provides accompanying worksheets for each stage to serve as a ready-made "consultant" who asks all the right questions of readers going through the process
  • Discusses the impact of social media, showing how it is no longer enough that we communicate with our audience; we must engage with the audience as well
  • Emphasizes low-cost research methods and shows students and practitioners how to stretch a small budget without sacrificing quality

For instructors

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ISBN: 9781412953696

This title is also available on SAGE Knowledge, the ultimate social sciences online library. If your library doesn’t have access, ask your librarian to start a trial.