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Marketing Social Change
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Kurzbeschreibung
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.
Synopsis
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.
In diesem Buch
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Einleitungssatz
As I have noted, social marketing is, in simplest terms, the application of commercial marketing technology to a special class of problems. Lesen Sie die erste Seite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
As I have noted, social marketing is, in simplest terms, the application of commercial marketing technology to a special class of problems. Lesen Sie die erste Seite
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Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
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14 von 14 Kunden fanden die folgende Rezension hilfreich
Very good basic book on social marketing
9. Oktober 2004
Format:Gebundene Ausgabe
This book provides a very good overview of social marketing. I use this as a text book in a graduate course that I teach and find it useful in giving students a clear idea of how social marketing relates to the broader topic of nonprofit marketing, without requring them to wade through all of the additional information that a more general marketing textbook would offer. Author Alan Andreason is a leading thinker on the topic of social marketing and has organized this relatively short book in a straightforward manner that makes it easy to separate the preparatory work from the actual execution of social marketing plans.
The one complaint I have about this book, and the reason that I have not awarded it five stars, is that the examples used are less than exciting and I find that I need to supplement this book with additional titles so that my students get the bigger picture of how social marketing principles play out in various cultures around the world, not just in the United States. For those who are looking to expand their understand of social marketing in the developing world and in emerging economies, see also Marketing the Public Sector by Seymour Fine. Sadly, this great book is a bit dated, as it was published in 1992, but balanced with this Andreason book (or a comparable book by Philip Kotler) you will be able to give yourself a solid grasp of the topic.
The one complaint I have about this book, and the reason that I have not awarded it five stars, is that the examples used are less than exciting and I find that I need to supplement this book with additional titles so that my students get the bigger picture of how social marketing principles play out in various cultures around the world, not just in the United States. For those who are looking to expand their understand of social marketing in the developing world and in emerging economies, see also Marketing the Public Sector by Seymour Fine. Sadly, this great book is a bit dated, as it was published in 1992, but balanced with this Andreason book (or a comparable book by Philip Kotler) you will be able to give yourself a solid grasp of the topic.
3 von 4 Kunden fanden die folgende Rezension hilfreich
The definitive book
16. Juli 2002
Format:Gebundene Ausgabe
This is the best book to give you grounding in social marketing. It also is a handy reference that you'll go back to again and again. It's well written and very accessible.
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