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

ISBN-13: 9780787901370 / Angielski / Twarda / 1995 / 368 str.

Alan A. Andreasen

Opis

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.

Spis treści

Introduction: Social Marketing: A Powerful Approach to Social Change.

PREPARING FOR SOCIAL MARKETING.

Putting the Customer First: The Essential Social Marketing Insight.

The Social Marketing Strategic Management Process.

Listening to Customers: Research for Social Marketing.

Understanding How Customer Behavior Changes.

DOING SOCIAL MARKETING.

Targeting Your Customer Through Market Segmentation Strategies.

Bringing the Customer to the Door: Creating Active Contemplation of New Behaviors.

Making the New Behavior Attractive and Low Cost: Benefit and Cost Strategies.

Bringing Social Influence to Bear and Enhancing Self–Control.

Inducing Action and Ensuring Maintenance.

Creating Strategic Partnerships: Marketing to Other Publics.

Conclusion: Central Principles of the New Social Marketing Paradigm.

O autorze

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).

Blurb

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.