Academic Competencies for Social Marketing

What should be the minimal requirements for someone who wants to learn about and practice social marketing? That discussion has been bounced around the field for many years, and yes, everyone has an opinion. The good news is that with the emergence of the...

The Purpose of Segmentation

Segmentation is one of the first critical decisions a social marketing or health communication program must make – even if it is to not segment and use the ‘field of dreams’ strategy (“If we build it, they will come”). Even when decisions...
 
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