Chapter 8

Embedding Marketing in Programs and Organizations

Developing Strategy

The core approach of social marketing is a strategy that delivers value or a benefit that a person—such as this Zimbabwean shopper—can experience in his or her life. (Image courtesy of the author.)


Learning Objectives

  • Explain the major purposes of a social marketing plan.
  • Identify ten questions to ask when reviewing a marketing plan.
  • Describe the major components of a marketing audit.
  • Recognize significant organizational indicators of weak marketing practices.
  • Compare demarketing strategies with other policy approaches to behavior change.

Much of what has been ...

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