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Social Marketing Traction (Manual)

Product #: 810 694

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This book is about understanding people's behavior and changing that behavior using a discipline called "social marketing."  It is designed to help NHTSA marketers change behavior.  It is based on the idea that all marketing is an exchange:  If you want people to change their behavior, you have to offer them something - security, information, an image, a feeling of belonging, whatever it takes.  This book is not meant to be an exhaustive examination of marketing but rather a quick, practical guide to give NHTSA marketers a clear starting point.  Three color, 8.5" x 11", 63 pages.