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Social marketing in the 21st century

Author: Alan R Andreasen
Publisher: Thousand Oaks, Calif. : SAGE Publications, ©2006.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Andreasen, Alan R., 1934-
Social marketing in the 21st century.
Thousand Oaks, Calif. : SAGE Publications, ©2006
(DLC) 2005022466
(OCoLC)61211377
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Alan R Andreasen
ISBN: 9781483376882 1483376885
OCLC Number: 680573598
Reproduction Notes: Electronic reproduction. [S.l.] : HathiTrust Digital Library, 2010. MiAaHDL
Awards: Winner of Berry/AMA Book Prize 2006
Winner of Finalist for the 2006 Berry-AMA Book Prize for best book in marketing.
Description: 1 online resource (xi, 264 pages) : illustrations
Details: Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.
Contents: Social change, social problems and 21st century social marketing --
Creating and framing the agenda --
The structure of social problems --
The role of social marketing --
Setting priorities with social marketing --
Beyond downstream interventions : influencing communities --
Structural change : influencing lawmakers and regulators --
Structural change : recruiting business allies --
Recruiting allies in the media and the health-care communities --
Repostioning social marketing for the 21st century.
Responsibility: Alan R. Andreasen.
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Abstract:

Offers applications for a contemporary approach to social and behavioural change through social marketing. This book encourages social marketers to think beyond the "downstream" market of individuals  Read more...

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"This succinct volume provides a well-written explanation of social marketing and its application to social problems, the role of agenda setting and framing in interpreting social data, and three Read more...

 
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