Hands-On Social Marketing: A Step-by-Step Guide to Designing Change for Good (2nd Ed.)
"I believe this book is well grounded in the science and research of social marketing and its related disciplines yet presents practical information, advice and strategies in an easy-to-read and easy-to-use manner that will be useful for students as well as novice and experienced social marketers. Following its principles consistently and comprehensively will help you develop more effective social marketing programs. It is a valuable resource that I keep handy on my own bookshelf."
-- Jay M. Bernhardt, PhD, MPH
Dean, Moody College of Communication, University of Texas, Austin
Director, Center for Health Communication
Former Director, National Center for Health Marketing, Centers for Disease Control & Prevention
Since Hands-On Social Marketing: A Step-by-Step Guide was first released in 1999, it has become an essential reference and guidebook for both students and seasoned practitioners. Nedra Kline Weinreich's classic strategic planning process has been adopted by social marketers across health, social and environmental disciplines, working in many different settings to bring about behavior change on a large scale. The book is primarily intended for professionals working in nonprofits, government agencies and other organizations that want to create positive social change.
Nedra 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. Accompanying worksheets for each stage serve as a ready-made "consultant" who asks all the right questions of readers going through the planning process. Practical sidebars and examples aid with comprehension and provide how-to instructions for the activities discussed in each chapter. The book especially emphasizes low-cost research methods that can stretch a small budget without sacrificing quality.
This Second Edition incorporates developments in general marketing practice over the last decade, as well as evolution in the field of social marketing. As social media has revolutionized the capabilities and expectations of how people gather and communicate online, the new edition of the book shows how social media can play a role in each step of the process. Another strand of marketing that this book develops more fully is how to apply the design approach to behavior change so that we do not necessarily need to rely on communication or engagement for people to make the optimal choice. Building in these angles and looking at the social marketing process more broadly has resulted in some changes to the steps as originally laid out in the previous edition, as well as additional chapters and worksheets. In addition, the examples and resources have all been updated extensively.
You can order the book on Amazon.com or from most other booksellers.
© Weinreich Communications 2010