Social Marketing in the 21st Century [Hardcover]

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 challenges.  
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 challenges.  
Andreasens book finally bridges upstream and downstream approaches to social change and takes a both-and approach rather than either-or...The variety of examples throughout the book makes the text come alive&  It is a richly referenced book that is clear and presents some complex concepts in an easy to understand way& I would absolutely consider adopting this text!Andreasen makes an inspiring case for taking the traditional social marketing model to new markets in order to influence more rapid and sustainable social change, as well as to ensure a longer life cycle for the social marketing brand&  I am certain I will use it as material for a course and for seminars. 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 simple models for influencing?behavior change. Academicians in disciplines related to behavioral therapy, communication, health care, marketing, and soclÓ}