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Hands-On Social Marketing: A Step-by-Step Guide Paperback – 14 Jun 1999

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Paperback, 14 Jun 1999
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"Hands-On Social Marketing demystifies the process of developing and implementing a social marketing campaign. Nedra Kline Weinreich translates the concepts of social marketing into a clear, step-by-step process that almost anyone can follow." 

(Karen Bernstein)

About the Author

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. Since 1992, she has developed social marketing and social media programs for clients such as the U.S. Centers for Disease Control and Prevention, U.S. Substance Abuse and Mental Health Services Administration, National Institute for Child Health and Human Development, National Minority AIDS Council, Population Services International, Loyola University of Chicago and many others. Prior to her work with Weinreich Communications, Nedra designed health education and communication programs for public and private organizations. She earned her master’s degree in health and social behavior from the Harvard School of Public Health and teaches a course on social marketing at the UCLA School of Public Health. She offers in-person and online trainings via her Social Marketing University program, as well as customized workshops. Nedra lives in Los Angeles, California, with her husband Gil and children Ariel and Leora.

Nedra would love to hear from you with your thoughts about the book. You can reach her at:
Spare Change Blog:

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Most Helpful Customer Reviews on (beta) HASH(0x928450b4) out of 5 stars 8 reviews
13 of 14 people found the following review helpful
HASH(0x9285dc9c) out of 5 stars Terrific resource for nonprofits 26 Feb. 2003
By Susan Hills - Published on
Format: Paperback
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.
3 of 3 people found the following review helpful
HASH(0x9285dcf0) out of 5 stars Made-to-Order for Social Marketers 17 Dec. 2004
By Chris Forbes - Published on
Format: Paperback Verified Purchase
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!
2 of 2 people found the following review helpful
HASH(0x9362af84) out of 5 stars Good book, more develop on social marketing research would be useful 14 May 2010
By Daniel Salas Peraza - Published on
Format: Paperback
The book has a lot of what I was looking for in terms of the content. The author really did a wonderful job on putting into a simple perspective, key elements of social marketing, in a very easy-to-read way, and it really helps to put into practice the theory explained, with real and non-real examples. I would have liked that the author would have developed more the marketing research chapter, since it's really helpful to clarify this component of social marketing substantially more, specially for an organization which is getting into this field. Or perhaps, another specific book on social marketing research would be useful, unfortunately, I haven't found any.
1 of 1 people found the following review helpful
HASH(0x9285df78) out of 5 stars Excellent, Useful Book 24 Dec. 2010
By Beth Kanter - Published on
Format: Paperback
The Social Marketing Handbook is a very practical guide to social marketing. Each chapter is filled with valuable information and checklists and worksheets walk you through the process. When my copy arrived, I couldn't put it down. A must have book for any social marketer interested in incorporating social media.
HASH(0x9286b144) out of 5 stars Need to Learn How to Market for Change? This Is It. 30 Nov. 2011
By Science Fiction and Marketing - Published on
Format: Paperback
From discussions of each media form to a very pragmatic and useful discussion of how social change communications varies from traditional marketing, Nedra delivers a text that should be in every nonprofit communicators hands. If there was one book, this would be it.

There are many, many books out there about marketing and fewer books, but still quite a selection on nonprofit management. Of late there has been a growing but still sparse lexicon of books dedicated to social marketing, or how to affect change through a cause or other nonprofit. None of them are as comprehensive and hands on as Nedra's fantastic book.

In my work with nonprofits I see so many communicators who are change advocates, but they don't have the basic fundamentals of communications or marketing. That's why I really appreciate this book. It answers a need for savoir faire and capacity building in this particular skill set.

Please, don't ignore this book for a more popular title that has nothing to do with the sector. Every tool you need is here.
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