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Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment
book

Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment

by R. Craig Lefebvre
February 2013
Intermediate to advanced content levelIntermediate to advanced
592 pages
16h 47m
English
Jossey-Bass
Content preview from Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment

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.)

image

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.

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Publisher Resources

ISBN: 9781118235249Purchase book