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Social marketing in the 21st century

Author: Alan R Andreasen
Publisher: Princeton, N.J. : Recording for the Blind & Dyslexic, 2007.
Edition/Format:   Audiobook on CD : CD audio : English
Summary:
Most observers and many practitioners see social marketing as a downstream approach to influencing people with "bad behaviors"--Smoking, neglecting prenatal care, not recycling. However, this narrow view hugely underestimates social marketing's real potential. Social marketing is simply about influencing the behavior of target audiences. There are many more target audiences who need to act besides "problem people"  Read more...
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Material Type: Audio book, etc.
Document Type: Sound Recording
All Authors / Contributors: Alan R Andreasen
OCLC Number: 152637038
Notes: Originally published: Thousand Oaks, CA : Sage Publications, ©2006.
Description: 1 audio disc : digital mono ; 4 3/4 in.
Contents: Social change, social problems and 21st century social marketing; Creating and framing the agenda --
Social problems and the role of social marketing: Structure of social problems; Role of social marketing; Setting priorities with social marketing --
Upstream applications: 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 --
Conclusions: Repositioning social marketing for the 21st century.
Responsibility: Alan R. Andreasen.

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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