Social marketing in the 21st century / Alan R. Andreasen
Material type:
TextPublication details: California : Sage Publications, Incorporation, c2006Description: xi, 264 pages : illustrations ; 24 cmISBN: - 1412916348
- HF 5414 .A527 2006
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National University - Manila | LRC - Annex General Circulation | Gen. Ed. - CBA | GC HF 5414 .A527 2006 (Browse shelf(Opens below)) | c.1 | Available | NULIB000005827 |
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Part I. Introduction -- Chapter 1: Social Change, Social Problems and 21st Century Social Marketing -- Chapter 2: Creating and Framing the Agenda -- Part 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 -- Part 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 -- Part IV. Conclusions -- Chapter 10: Repositioning Social Marketing for the 21st Century.
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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