Social Marketing in the 21st Century

Social Marketing in the 21st Century

Book - 2006
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From publisher's description: "Most observers and many practitioners see social marketing as a downstream approach to influencing people with 'bad behaviors'--smoking, neglecting prenatal care, not recycling. However, this narrow view hugely underestimates social marketing's real potential. Social marketing is simply about influencing the behavior of target audiences. There are many more target audiences who need to act besides 'problem people' if we are to solve major social problems. The goal of this cutting edge book is to reposition social marketing so that foundations, government agencies, and various nonprofits will approach social change in a way that reaches both upstream and downstream individuals in society. Author Alan R. Andreasen outlines potential roles, restates fundamental principles, and then suggests how social marketing might be applied to a sample of nontraditional challenges
Publisher: Thousand Oaks, Calif. : Sage Publications, c2006
ISBN: 9781412916349
1412916348
9781412916332
141291633X
Characteristics: xi, 264 p. : ill. ; 24 cm

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