Marketing Social Change : Changing Behavior to Promote Health, Social Development, and the Environment

Andreasen, Alan R.

ISBN 10: 0787901377 / ISBN 13: 9780787901370

Edité par Wiley & Sons, Incorporated, John, 1995

A propos de cet article

Ships from the UK. Former library book; may include library markings. Used book that is in excellent condition. May show signs of wear or have minor defects. N° de réf. du vendeur 8701558-75

Détails bibliographiques

Titre : Marketing Social Change : Changing Behavior ...

Éditeur : Wiley & Sons, Incorporated, John

Date d'édition : 1995

Reliure : Couverture rigide

Etat : Very Good

Edition : 1st Edition.

A propos de ce titre

Synopsis :

This important book 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 of experience in consulting, teaching, and research with social marketing programs around the world.

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.

À propos de l?auteur:

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).