Social marketing in the 21st centuryMaterial type: BookPublisher: Thousand Oaks, Calif. : SAGE Publications, c2006.Description: xi, 264 p. : ill. ; 24 cm.ISBN: 9781412916349Program: MARK920Subject(s): Social marketingDDC classification: 361/.0068/8 Online resources: Location Map
|Item type||Home library||Call number||Status||Date due||Barcode||Item holds|
|REGULAR||University of Wollongong in Dubai Main Collection||361.00688 AN SO (Browse shelf)||Available||T0053566|
|REGULAR||University of Wollongong in Dubai Main Collection||361.00688 AN SO (Browse shelf)||Available||T0053567|
Includes bibliographical references (p. 237-252) and index.
Social change, social problems and 21st century social marketing -- Creating and framing the agenda -- The structure of social problems -- The role of social marketing -- Setting priorities with social marketing -- Beyond downstream interventions : influencing communities -- Structural change : influencing lawmakers and regulators -- Structural change : recruiting business allies -- Recruiting allies in the media and the health-care communities -- Repostioning 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.