Social Marketing in the 21st CenturyAlan R. Andreasen 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. |
Contents
Social Change Social Problems | 3 |
Creating and Framing the Agenda | 31 |
The Structure of Social Problems | 63 |
The Role of Social Marketing | 87 |
Setting Priorities in Social Marketing | 109 |
Influencing Communities | 127 |
Influencing Lawmakers and Regulators | 147 |
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AARP action African American agencies American American Heart Association American Legacy Foundation Andreasen argue BCOS factors behavior change benefits brand breast cancer cancer challenge chapter childhood obesity competition concepts and tools condoms corporate costs develop downstream drug eating efforts example exercise fast food focus Foundation frameworks funding Gini coefficient goal groups Hispanic impact important individuals industry initiatives interventions involved issue Kotler leaders legislation major Marketing Social nonprofit norms nutrition offer organizations overweight and obesity physical activity physician political potential Precontemplation pregnancy private sector pro-life programs promotion public agenda public health Retrieved August role segment senator smoking social change social marketing social marketing approach social marketing campaign social problems society solutions specific Stages of Change strategies target audience members tion trans fats U.S. Census Bureau United Nations upstream women