This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. Book contains highlighter markings. In poor condition, suitable as a reading copy. Dust jacket in good condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,700grams, ISBN:9780787901370.

Bestandsnummer des Verk�ufers 9733004

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Bibliografische Details

Titel

Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment

Verlag

Jossey-Bass

Erscheinungsjahr

1995

Sprache

Englisch

ISBN-10

0787901377

ISBN-13

9780787901370

Einband

Hardcover

Zustand

Poor

Zustand des Schutzumschlags

Schutzumschlag

Verk�uferkataloge

Business

�ber diesen Titel

Inhaltsangabe

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.

�ber die Autorin bzw. den Autor

ALAN R. ANDREASEN is professor of marketing and dean for faculty affairs at the School of Business of Georgetown University. Andreasen is also an internationally known marketing consultant who has worked with numerous organizations including the National Endowment for the Arts, the Public Broadcasting System, and the U.S. Agency for International Development, the National Cancer Institute, the United Way of America. He is the coauthor (with Philip Kottler) of Strategic Marketing for Nonprofit Organizations (4th ed., 1991), and the author of Cheap But Good Marketing Research (1991).

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