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Offers a revolutionary approach to solving a range of social problems—drug use, smoking, unsafe sex, and overpopulation—by applying marketing techniques and concepts to change behavior. For example, it shows that at-risk teenagers are consumers who decide whether or not to &'grave;buy'' safe sex practices. Shows that effective special change starts with a thorough understanding of the needs, wants, and perceptions of the target consumer—who has ultimate control over the outcomes. Offers a detailed explanation of how to design a step-by-step program that will move the customer from ignorance and indifference to action and ultimately maintenance of that action. A wealth of information for developing an effective social marketing plan.
Targeting customers through market segmentation strategies/ creating strategic partnerships/benefit & cost strategies.
Introduction: Social Marketing: A Powerful Approach to Social Change.
PREPARING FOR SOCIAL MARKETING.
Putting the Customer First: The Essential Social Marketing Insight.
The Social Marketing Strategic Management Process.
Listening to Customers: Research for Social Marketing.
Understanding How Customer Behavior Changes.
DOING SOCIAL MARKETING.
Targeting Your Customer Through Market Segmentation Strategies.
Bringing the Customer to the Door: Creating Active Contemplation of New Behaviors.
Making the New Behavior Attractive and Low Cost: Benefit and Cost Strategies.
Bringing Social Influence to Bear and Enhancing Self-Control.
Inducing Action and Ensuring Maintenance.
Creating Strategic Partnerships: Marketing to Other Publics.
Conclusion: Central Principles of the New Social Marketing Paradigm.