Social marketing in the 21st century / Alan R. Andreasen
Material type:
TextPublication details: California : SAGE Publications, c2006Description: xi, 264 pages : illustrations ; 24 cmISBN: 1412916348Subject(s): SOCIAL MARKETINGLOC classification: HF 5414 .A527 2006
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LRC - Annex | National University - Manila | Gen. Ed. - CBA | General Circulation | GC HF 5414 .A527 2006 (Browse shelf (Opens below)) | c.1 | Available | NULIB000005827 |
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| GC HF 5387 .S53 2017 Business ethics / | GC HF 5387 .T74 2011 Managing business ethics : straight talk about how to do it right / | GC HF 5387 .V87 2006 Business ethics / | GC HF 5414 .A527 2006 Social marketing in the 21st century / | GC HF 5414 .Z56 2015 Social media marketing all-in-one for dummies | GC HF 5415 .A76 2011 Marketing : an introduction / | GC HF 5415 .B13 1994 Marketing / |
Part I. Introduction -- Chapter 1: Social Change, Social Problems and 21st Century Social Marketing -- Chapter 2: Creating and Framing the Agenda -- Part II. Social Problems and the Role of Social Marketing -- Chapter 3: The Structure of Social Problems -- Chapter 4: The Role of Social Marketing -- Chapter 5: Setting Priorities with Social Marketing -- Part III. Upstream Applications -- Chapter 6: Beyond Downstream Interventions: Influencing Communities -- Chapter 7: Structural Change: Influencing Law Makers and Regulators -- Chapter 8: Structural Change: Recruiting Business Allies -- Chapter 9: Recruiting Allies in the Media and Health-Care Communities -- Part IV. Conclusions -- Chapter 10: Repositioning Social Marketing for the 21st Century.
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
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