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Hands-On Social Marketing

A Step-by-Step Guide to Designing Change for Good

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.

you design a social marketing program, you will need to think through various
strategic factors to create an approach that is most likely to appeal to your
audience and meet its needs. To develop a comprehensive strategy, social
marketing borrows an idea from traditional marketing practice called the “
marketing mix." In the planning process, research with the target audience assists
in making programmatic decisions about the following: - Product - Price - Place -
Promotion These often ...