Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment
The world is faced with a daunting array of social problems and has limited resources with which to combat them. As many as five million children, who live in countries scattered around the globe, die each year from diseases and infections such as malaria, tetanus, and measles. Why must these innocent children die from diseases that we know how to cure? Marketing Social Change offers a revolutionary approach to solving a range of social problems—drug use, smoking, unsafe sex, and overpopulation—by applying marketing techniques and concepts to change behavior. For example, it shows that at-risk teenagers are consumers who decide whether or not to ``buy'' safe sex practices. This successful approach is based on Alan R. Andreasen's more than twenty years' experience of consulting, teaching, and research with social marketing programs around the world. In this important book, Andreasen shows that effective social change starts with a thorough understanding of the needs, wants, and perceptions of the target consumer—who has ultimate control over the outcomes. The book offers a detailed explanation of how to design a step-by-step program that will move the customer from ignorance and indifference to action and ultimately maintenance of that action. Marketing Social Change offers a wealth of information for developing an effective social marketing plan.This valuable resource book offers public health officials, social service agencies, educators, students, and health care and nonprofit professionals a state-of-the-art approach to marketing social behavioral change.