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Quick Reference: Community-based Social Marketing

by Rose Hessmiller last modified Jan 10, 2013 12:04 PM
Contributors: rhessmiller
Community-based Social Marketing (CBSM) In accordance with Title 17 U.S.C. section 107, any copyrighted material herein is distributed without profit or payment for non-profit research and educational purposes only.

By Doug McKenzie-Mohr, Community-based Social Marketing (CBSM) This quick reference discusses community-based social marketing as an alternative to information-based campaigns for conservation. It is based upon research in the social sciences that demonstrates that behavior change is most effectively achieved through initiatives delivered at the community level which focus on removing barriers to an activity while simultaneously enhancing the activity's benefits. A four-step process is presented for carrying out community-based social marketing initiatives. 4.1.pdf

Author(s): rhessmiller

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Date Created: Friday, April 3, 2015 7:18 PM

Date Modified: Monday, April 20, 2015 2:21 PM

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