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

By Nedra Kline Weinreich

Book Overview

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.

• Format: Paperback
• Language: English
• ISBN: 0761908676
• ISBN13: 9780761908678
• Release Date: June 1999
• Publisher: SAGE Publications, Inc
• Length: 272 Pages
• Weight: 1.50 lbs.
• Dimensions: 11.0" x 0.5" x 8.5"

Customer Reviews

Social Marketing 101 - Great Introduction

This book is a good first look at social marketing. I was trying to figure out how to create my own bacon explosion...which I think should replace "viral marketing" as the term. I invited the guys to present and we have a webinar scheduled. You can also access on demand after the event. You can attend a webinar with the BBQ Addicts guys coming Tuesday, April 7th 2009 11:00am (PT) and learn how they did this Social Marketing phenomenon. Hosted by Marketbright ( Marketing Automation Software) [...]

Made-to-Order for Social Marketers

This work book is chock-filled with practical help for preparing an effective social marketing plan. I enjoyed the easy-to-use forms. Many great ideas for applying social marketing too. It's so hard to find resources that relate to the unique nature and challenges of this kind of marketing. If you are a non-profit change oriented social marketer you need this book on your shelf!

Terrific resource for nonprofits

I have used this resource with clients who have few resources and little experience in social marketing. It is a well written guidebook that explains the steps in developing social marketing strategies and provides well constructed worksheets. The book is extremely enlightening for organizations who are doing this for the first time or who cannot afford high-priced consultants. As a writer without much social marketing background, it helped me help my clients. It might be worth noting that the reference is designed for U.S. use and cites resources only available here, but I still found the basic approach helpful for an overseas client.