Social Marketing in the 21st Century

Front Cover
Alan R. Andreasen
SAGE Publications, 2006 - Business & Economics - 264 pages
4 Reviews
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.  
 

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great

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
Recruiting Business Allies
169
Recruiting Allies in the Media and HealthCare Communities
195
Repositioning Social Marketing for the 21st Century
215
References
237
Index
253
About the Author
263
Copyright

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About the author (2006)

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.

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