‘This is a brilliant explanation of how social marketing can address upstream issues… As the author points out, too often people think of the downstream applications of social marketing. This book is the only one in this camp, and it does a very good job of it.’
—Mike Basil,
University of Lethbridge, Canada
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.
Key Features:
- Emphasizes Broad Social Change: Repositions social marketing as an approach to social change that reaches both upstream and downstream.
- Reviews Social Marketing Concepts and Tools: A number of different strands of scholarship are used to provide an accessible introduction to social marketing including the evolution of social problems, the science of framing, the process of social change, and social marketing history and elements.
- Presents Frameworks for Influencing Behavior: Three simple frameworks are provided that anyone can use whenever there is a situation where one needs to influence another′s behavior— stages of change, the BCOS model and competition.
Social Marketing in the 21st Century is an excellent text for advanced undergraduate and graduate courses in Health Promotion, Social Marketing, Social Enterprise, Social Change, Public Health, Social Welfare, and Communications. In addition, it is a valuable resource for social marketing practitioners, public health communicators, nonprofit managers, social workers, and social enterprise programs.
Jadual kandungan
Preface
I. Introduction
Chapter 1: Social Change, Social Problems and 21st Century Social Marketing
Chapter 2: Creating and Framing the Agenda
II. Social Problems and the Role of Social Marketing
Chapter 3: The Structure of Social Problems
Chapter 4: The Role of Social Marketing
Chapter 5: Setting Priorities with Social Marketing
III. Upstream Applications
Chapter 6: Beyond Downstream Interventions: Influencing Communities
Chapter 7: Structural Change: Influencing Law Makers and Regulators
Chapter 8: Structural Change: Recruiting Business Allies
Chapter 9: Recruiting Allies in the Media and Health-Care Communities
IV. Conclusions
Chapter 10: Repositioning Social Marketing for the 21st Century
Mengenai Pengarang
Alan Andreasen (Ph.D., M.S., Columbia University) is a professor in the Mc Donough School of Business at Georgetown University. His research interests include the application of marketing to nonprofit organizations, social marketing, and consumer behavior. Professor Andreasen is a member of several academic and professional associations and serves on the editorial boards of the Journal of Consumer Policy, the Journal of Consumer Research, Social Marketing Quarterly, and the Journal of Public Policy and Marketing. He is also past president of the Association for Consumer Research and is currently Interim Executive Director of the Social Marketing Institute. Professor Andreasen′s publications include 16 books and over one hundred articles and conference papers. His most recent books are Ethics in Social Marketing [Georgetown University, 2001], Strategic Marketing in Nonprofit Organizations, 6th ed., (co-authored with Philip Kotler of Northwestern University) [PH, 2003], Marketing Research that Won′t Break the Bank [Jossey-Bass, 2003] and Marketing Social Change [Jossey-Bass, 1995]. Professor Andreasen is a consultant to the World Bank, the American Cancer Society, the Centers for Disease Control and Prevention, Boys and Girls Clubs, and others. He also conducts executive seminars worldwide for a diversified set of non-profit and private sector organizations and several government agencies.
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