Anti social marketing and social marketing presentation to. The health communications field has been rapidly changing over the past two decades. It has evolved from a onedimensional reliance on public service announcements to a more sophisticated approach which draws from successful techniques used by commercial marketers, termed social marketing. A conceptual framework for the management of public. Request pdf on jan 1, 2011, nedra kline weinreich and others published handson social marketing. Continuing the success of the previous edition, handson social marketing, second edition demystifies the process of developing and implementing a social marketing campaign. Continuing the success of the previous edition, hands on social marketing, second edition demystifies the process of developing and implementing a social marketing campaign. A stepbystep guide to designing change for good 2nd. These are the health belief model, the theory of planned behavior, the. Role of successful branding in social marketing iosr journal. Sage books the ultimate social sciences digital library. Getting your feet wet with social marketing extension.
Develop marketing and promotional strategies to increase the customeruser base, provide incentives for behavioral change and enhance revenues for wellness programs, services and facilities. Nedra kline weinreich starts by introducing the concept of social marketing and. She is the author of the classic book hands on social marketing. Dec 12, 2010 continuing the success of the previous edition, hands on social marketing, second edition. Weinreich and others published what is social marketing. A stepbystep guide to designing change for good, edition 2. Traditional commercial marketing aims are primarily financial, though they can have positive social effects as well. Handson social marketing by nedra kline weinreich, 9781412953696, available at book depository with free delivery worldwide. The book helps nonprofits, public agencies and others to. A stepbystep guide by nedra kline weinreich sage publications, 1999 background the dont kid yourself campaign was funded by the u. Social marketing theoryhendricka meischke hands on social marketing, a step by step guide nedra kline weinreich the community toolbox work group for community health and development at university of kansas ctb. When social marketers develop a program strategy, we have to. Since 1992, she has developed social marketing and social media programs for clients such as the u. Andreasen the author argues that social marketing has been defined improperly in much ofthe literature.
Nedra helps nonprofits and public agencies create positive change on health and social issues through social marketing and transmedia storytelling strategies at weinreich communications since founding the company in 1995. Since 1992, she has developed social marketing and social. A stepbystep guide to designing change for good find, read and cite all the research you. A stepbystep guide to designing change for good by nedra kline weinreich editor isbn. Sage video bringing teaching, learning and research to life. A stepbystep guide to designing change for good weinreich, nedra kline on. Cq press your definitive resource for politics, policy and people.
A stepbystep guide to designing change for good 2nd edition, kindle edition. In contrast, social marketing leads to societal wellbeing. For a successful branding of social marketing three main. Nedra kline weinreich weinreich communications handson social media strategy preconference workshop national conference on health communication, marketing a slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. In her book, hands on social marketing, author nedra kline weinreich identifies some of the most common social change theories. The author translates the concepts of marketing into a clear. Handson social marketing demystifies the process of developing and implementing a social marketing campaign. Social marketing has the primary goal of achieving social good. Nike and apple use, social marketers persuade individuals to take. This book shows students and practitioners how to develop social. If youre planning a differentiated marketing campaign, organizational capacity is a big factor.
A stepbystep guide to designing change for good 2nd ed. Hands on social marketing demystifies the process of developing and implementing a social marketing campaign. Public health services title x family planning grant program in a sixstate region. A stepbystep guide to designing change for good nedra kline weinreich on. Along with the four ps of marketing product, price, place and promotion nedra weinreich in her article. Audience adult summary handson 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. Social marketing has become increasingly important in healthcare as public health entities and notforprofit organizations have attempted to promote services to their target audiences. Nedra kline weinreich international social marketing. Articles and resources available online as specified in the syllabus. All content in this area was uploaded by nedra kline weinreich on mar 09, 2016. The key characteristic that distinguishes social marketing from commercial marketing is its purpose. Continuing the success of the previous edition, handson social marketing, second edition. In the context of public health, social marketing would promote general health, raise awareness and induce changes in behaviour.
If your resources are limited, youre apt to get better results overall if you target just. Nedra kline weinreich is the president and founder of the social marketing firm weinreich communications. A stepbystep guide by nedra kline weinreich yours truly this book picks up where i think the other books leave off, providing nonprofits and public agencies with detailed guidance on how to develop and implement a social marketing program themselves. He concludes with suggestions for implications for fitture growth ofthe discipline. A stepbystep guide to designing change for good 2nd edition. In general, according to nedra kline weinreich, in hands on social marketing, a small organization shouldnt try to handle more than three segments at a time. Pdf social marketing download full pdf book download.
It must be borne in mind that although common themes in the literature can be. Sage business cases real world cases at your fingertips. This book shows students and practitioners how to develop social marketing programs through a simple, sixstep process of strategic planning and design. Nedra kline weinreich, the president and founder of weinreich communications, is widely recognized as an expert in the field of social marketing. He concludes with suggestions for implications for. Archived webinars from previous series on social marketing fundamentals and social media are also available. Nov 16, 2010 nedra kline weinreich describes her new book hands on social marketing. A revised definition is proposed and the domain of social marketing defined. In general, according to nedra kline weinreich, in handson social marketing, a small organization shouldnt try to handle more than three segments at a time. Handson social marketing a stepbystep guide, by nedra kline. Nedra kline weinreich is president of weinreich communications, a consulting firm that works with nonprofits and government agencies to help them bring about health and social change. Nedra weinreich on her handson social marketing book. In her book, handson social marketing, author nedra kline weinreich.
Nedra kline weinreich translates the concepts of social marketing into a clear, stepbystep process that almost anyone can follow. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Audience adult summary 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. Aug 19, 2014 nedra kline weinreich weinreich communications handson social media strategy preconference workshop national conference on health communication, marketing a slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. In her book, handson social marketing, author nedra kline weinreich identifies some of the most common social change theories.
The author translates the concepts of marketing into a clear, stepbystep process that almost anyone can follow. For more information and to register, just go to social marketing university online. Social marketing uses marketing principles the four ps to. Nedra kline weinreich describes her new book handson social marketing. Substance abuse and mental health services administration. Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society. Hands on social marketing by nedra kline weinreich, 9781412953696, available at book depository with free delivery worldwide. Request pdf on jan 1, 2011, nedra kline weinreich and others published hands on social marketing.
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