NCJ Number
139342
Date Published
1991
Length
192 pages
Annotation
This manual presents marketing techniques relevant to efforts to prevent alcohol abuse and other drug use.
Abstract
A brief introduction to marketing terms and concepts defines "marketing" as the "process of getting customers to buy your products or services." It advises that efforts to prevent drug abuse involve the marketing of health-enhancing behaviors. In the second chapter, exercises to be completed by the reader are designed to facilitate creative thinking about marketing and prepare the reader to develop a set of marketing tactics that will be used in a single prevention strategy. The third chapter describes proven marketing tactics. They include tactics for positioning, the development of a niche, production tactics, pricing tactics, distribution tactics, advertising tactics, sales tactics, promotions, publicity tactics, and public relations tactics. The concluding chapter guides the reader through the creation of a strategic marketing campaign. This involves the development of a goal statement, marketing objectives, a strategic plan, a tactical plan, and a budget projection. Appendixes contain rating sheets, planning forms, and a list of 20 resources