Social Marketing in the 21st Century / Edition 1

Social Marketing in the 21st Century / Edition 1

by Alan R. Andreasen
     
 

ISBN-10: 1412916348

ISBN-13: 9781412916349

Pub. Date: 11/28/2005

Publisher: SAGE Publications

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

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Overview

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.

Product Details

ISBN-13:
9781412916349
Publisher:
SAGE Publications
Publication date:
11/28/2005
Edition description:
New Edition
Pages:
280
Product dimensions:
6.00(w) x 9.00(h) x (d)

Table of Contents

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

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