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Social marketing in the 21st century

Author: Alan R Andreasen
Publisher: Thousand Oaks ; London ; New Delhi : Sage, ©2006.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

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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Document Type: Book
All Authors / Contributors: Alan R Andreasen
ISBN: 141291633X 9781412916332 1412916348 9781412916349
OCLC Number: 443582015
Awards: Winner of Berry/AMA Book Prize 2006
Description: XI, 264 str. : graf. prikazi, tabele ; 23 cm
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 competitors, law makers and regulators --
Structural change : recruiting business allies --
Recruiting allies in the media and the health care community.
Responsibility: Alan R. Andreasen.
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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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