Social marketing in the 21st century /
Andreasen, Alan R.,1934-
Thousand Oaks, Calif. ; London : SAGE Publications,
c2006.
Includes bibliographical references (p. 237-252) and index.
Social change, social problems and 21st century social marketing -- Creating and framing the agenda -- The structure of social problems -- The role of social marketing -- Setting priorities with social marketing -- Beyond downstream interventions : influencing communities -- Structural change : influencing lawmakers and regulators -- Structural change : recruiting business allies -- Recruiting allies in the media and the health-care communities -- Repostioning social marketing for the 21st century.
Social marketing.