Social marketing in the 21st century
By: Alan R. Andreasen.
Publisher: SAGE Publications
Published: 2006
Place of publication: Thousand Oaks, Calif
Language: eng
Number of pages: 264
Subjects: Social marketing.
Description: "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"--Jacket.
Notes: Includes bibliographical references and index.
Table of contents: title: Social change, social problems and 21st century social marketing; title: Creating and framing the agenda; title: The structure of social problems; title: The role of social marketing; title: Setting priorities with social marketing; title: Beyond downstream interventions : influencing communities; title: Structural change : influencing competitors, law makers and regulators; title: Structural change : recruiting business allies; title: Recruiting allies in the media and the health care community.