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Social Marketing in the 21st Century (Paperback, New)
Loot Price: R2,734
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Social Marketing in the 21st Century (Paperback, New)
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"This is a brilliant explanation of how social marketing can
address upstream issues... As the author points out, too often
people think of the downstream applications of social marketing.
This book is the only one in this camp, and it does a very good job
of it." -Mike Basil, University of Lethbridge, Canada Most
observers and many practitioners see social marketing as a
downstream approach to influencing people with "bad
behaviors"-smoking, neglecting prenatal care, not recycling.
However, this narrow view hugely underestimates social marketing's
real potential. Social marketing is simply about influencing the
behavior of target audiences. There are many more target audiences
who need to act besides "problem people" if we are to solve major
social problems. 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. Key Features: Emphasizes Broad Social Change:
Repositions social marketing as an approach to social change that
reaches both upstream and downstream. Reviews Social Marketing
Concepts and Tools: A number of different strands of scholarship
are used to provide an accessible introduction to social marketing
including the evolution of social problems, the science of framing,
the process of social change, and social marketing history and
elements. Presents Frameworks for Influencing Behavior: Three
simple frameworks are provided that anyone can use whenever there
is a situation where one needs to influence another's behavior-
stages of change, the BCOS model and competition. Social Marketing
in the 21st Century is an excellent text for advanced undergraduate
and graduate courses in Health Promotion, Social Marketing, Social
Enterprise, Social Change, Public Health, Social Welfare, and
Communications. In addition, it is a valuable resource for social
marketing practitioners, public health communicators, nonprofit
managers, social workers, and social enterprise programs.
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