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.)

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.

Much of what has been ...