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Marketing Social Change: Changing Behavior to Promote Health, Social
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Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment Hardcover - 1995

by Alan R. Andreasen


From the rear cover

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. Shows that effective special change starts with a thorough understanding of the needs, wants, and perceptions of the target consumer--who has ultimate control over the outcomes. 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. A wealth of information for developing an effective social marketing plan.

Details

  • Title Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment
  • Author Alan R. Andreasen
  • Binding Hardcover
  • Edition [ Edition: first
  • Pages 368
  • Volumes 1
  • Language ENG
  • Publisher Jossey-Bass, San Francisco
  • Date 1995-10-06
  • Illustrated Yes
  • Features Bibliography, Illustrated, Index
  • ISBN 9780787901370 / 0787901377
  • Weight 1.38 lbs (0.63 kg)
  • Dimensions 9.28 x 6.44 x 1.18 in (23.57 x 16.36 x 3.00 cm)
  • Library of Congress subjects Behavior modification, Social change
  • Library of Congress Catalog Number 95020785
  • Dewey Decimal Code 303.4

About the author

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).
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