A01=Alan R. Andreasen
approach
atrisk teenagers
Author_Alan R. Andreasen
behavior
Category=JBF
Category=JKS
Category=KJSM
change
concepts
consumers
consumerwho
effective
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
example
needs
problemsdrug
range
revolutionary
safe sex practices
social
special
starts
techniques
thorough
ultimate control
understanding
use
Product details
- ISBN 9780787901370
- Weight: 644g
- Dimensions: 163 x 231mm
- Publication Date: 21 Sep 1995
- Publisher: John Wiley & Sons Inc
- Publication City/Country: US
- Product Form: Hardback
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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.
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).
