Marketing Social Change Changing Behavior to Promote Health, Social Development, and the Environment

ISBN-10: 0787901377
ISBN-13: 9780787901370
Edition: 1995
List price: $60.00 Buy it from $3.00
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Description: This important book 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  More...

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Book details

List price: $60.00
Copyright year: 1995
Publisher: John Wiley & Sons, Incorporated
Publication date: 10/5/1995
Binding: Hardcover
Pages: 368
Size: 6.50" wide x 9.50" long x 1.25" tall
Weight: 1.298
Language: English

This important book 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 of experience in consulting, teaching, and research with social marketing programs around the world. 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.

Alan Andreasen (Ph.D., M.S., Columbia University) is a professor in the McDonough 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.

Introduction: Social Marketing: A Powerful Approach to Social Change
Preparing for Social Marketing
Putting the Customer First: The Essential Social Marketing Insight
The Social Marketing Strategic Management Process
Listening to Customers: Research for Social Marketing
Understanding How Customer Behavior Changes
Doing Social Marketing
Targeting Your Customer Through Market Segmentation Strategies
Bringing the Customer to the Door: Creating Active Contemplation of New Behaviors
Making the New Behavior Attractive and Low Cost: Benefit and Cost Strategies
Bringing Social Influence to Bear and Enhancing Self-Control
Inducing Action and Ensuring Maintenance
Creating Strategic Partnerships: Marketing to Other Publics
Conclusion: Central Principles of the New Social Marketing Paradigm

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