ISBN-13: 9781412916332 / Angielski / Twarda / 2005 / 280 str.
ISBN-13: 9781412916332 / Angielski / Twarda / 2005 / 280 str.
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.