ALAN R. ANDREASEN is professor of marketing and dean for faculty affairs at the School of Business of Georgetown University. Andreasen is also an internationally known marketing consultant who has worked with numerous organizations including the National Endowment for the Arts, the Public Broadcasting System, and the U.S. Agency for International Development, the National Cancer Institute, the United Way of America. He is the coauthor (with Philip Kottler) of Strategic Marketing for Nonprofit Organizations (4th ed., 1991), and the author of Cheap But Good Marketing Research (1991).
Marketing Social Change: Changing Behavior to Promote Health, Social Development, & the Environment / Edition 1by Alan R. Andreasen
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… See more details below
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.
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Table of Contents
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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