Hands-On Social Marketing: A Step-by-Step Guide to Designing Change for Good (2nd Ed.)

by Nedra Kline Weinreich

Download Detailed Table of Contents (pdf)

Table of Contents

Foreword - by Jay M. Bernhardt, PhD, MPH
Preface

SECTION I: WHAT IS SOCIAL MARKETING?
Chapter 1 - Social Marketing Basics - download sample chapter (pdf)
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 - Analyzing the Problem, Environment and Resources
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 - download sample chapter (pdf)
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 - Pretesting Methods
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

APPENDICES
Appendix A: Social Marketing Resource List
Appendix B: Sample KAB Survey
Appendix C: Sample Focus Group Recruitment Questionnaire
Appendix D: Sample Focus Group Topic Guide
Appendix E: Readability Testing Formula