Social Marketing in the 21st Century"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:
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Contents
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Chapter 2 Creating and Framing the Agenda | 31 |
Part II Social Problems and the Role of Social Marketing | 61 |
Chapter 3 The Structure of Social Problems | 63 |
Chapter 4 The Role of Social Marketing | 87 |
Chapter 5 Setting Priorities in Social Marketing | 109 |
Part III Upstream Applications | 125 |
Influencing Communities | 127 |
Influencing Lawmakers and Regulators | 147 |
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Common terms and phrases
AARP action African American agencies American American Heart Association American Legacy Foundation Andreasen argue BCOS factors behavior change benefits brand breast cancer challenge chapter childhood obesity competition concepts and tools condoms corporate costs develop domain downstream drug eating efforts example exercise fast food focus Foundation frameworks funding Gini coefficient goal groups Hispanic impact important individuals industry initiatives interventions involved issue Kotler leaders legislation lobbyists major Marketing Social McDonald's National nonprofit norms nutrition offer organizations Oscar Hernandez overweight and obesity physical activity physician political potential Precontemplation pregnancy private sector pro-life programs promote public agenda role segment senator smoking social change social mar social marketing approach social marketing campaign social problems society solutions specific Stages of Change strategies target audience members tion trans fats U.S. Census Bureau upstream women