Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the EnvironmentISBN: 978-0-7879-0137-0
Hardcover
368 pages
October 1995, Jossey-Bass
This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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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.