Social Marketing in the 21st Century
- Alan R. Andreasen - Georgetown University, USA
- Written by a highly regarded academic in the Social Marketing community.
- Encourages Social Marketers to think beyond the "downstream" market of individuals whose behavior they are trying to influence to include the "upstream" market of individuals whose participation is needed to make changes.
- Utilizes and synthesizes a number of different strands of scholarship (the evolution of social problems, the science of framing, the process of social change, social marketing history and elements, etc.)
“Andreasen’s book finally bridges upstream and downstream approaches to social change and takes a “both-and” approach rather than either-or...The variety of examples throughout the book makes the text come alive… It is a richly referenced book that is clear and presents some complex concepts in an easy to understand way… I would absolutely consider adopting this text!”
“Andreasen makes an inspiring case for taking the traditional social marketing model to new markets in order to influence more rapid and sustainable social change, as well as to ensure a longer life cycle for the social marketing brand… I am certain I will use it as material for a course and for seminars.”
"This succinct volume provides a well-written explanation of social marketing and its application to social problems, the role of agenda setting and framing in interpreting social data, and three simple models for influencing behavior change. Academicians in disciplines related to behavioral therapy, communication, health care, marketing, and social change as well as practitioners in social marketing, public relations and counseling will find this book interesting reading and a valuable, heuristic resource."
An excellent text that helped students to conceptualise the purpose, efficacy and imperative structures of social marketing. This was invaluable in consolidating a wide range of abstract approaches to social marketing and will be of use to students across a number of undergraduate modules.
The UCLA office is supposed to be mailing this back to you. Although there was a lot to like about the book, it didn't cover the basics in enough detail, which is what I need for my course. It was for a more advanced student.
Great book ¡¡¡ Excellent value. Why? scholarship & academic perspective.
All the other books i have read about this topic, superficial.
Thanks
