Hands-On Social Marketing: A Step-by-Step Guide

Hands-On Social Marketing provides a comprehensive guide to the social marketing process for professionals who wish to influence health or social behaviors using effective techniques of this emerging field. Written in a friendly, engaging style, this book leads the reader throughout the steps involved in developing, implementing, and evaluating a social marketing program. Hands-On Social Marketing also includes comprehensive worksheets and practical sidebars providing expert advice. This "how-to" book is both instructional and functional, with an emphasis on low-cost methods and do-it-yourself guidelines. After explaining the basic concepts of social marketing, Hands-On Social Marketing devotes a section to each of the five steps in the author's model of the social marketing process: ? Planning ? Message and materials development ? Pretesting ? Implementation ? Evaluation and feedback The main message of this book is that you yourself can do social marketing! About the Author Nedra Kline Weinreich is President of Weinreich Communications, a social marketing firm based in the San Francisco Bay Area. She has worked in the fields of social marketing and health communciations for many years for clients such as the U.S. Public Health Service Family Planning Grantees, Virginia Department of Health, U.S. Department of Energy, National Institute of Mental Health, and National Center of Child Abuse and Neglect Clearinghouse. She earned her master's degree in health and social behavior from the Harvard School of Public Health and is a certified health education specialist. In addition to conducting training and providing consultation on developing social marketing programs, she has written several articles on social marketing. She publishes a website, the Social Marketing Place, at, http://www.social-marketing.com.