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

Alan R. Andreasen (Author)

Book Description

ISBN-10: 0787901377 | ISBN-13: 978-0787901370 | Publication Date: October 5, 1995 | Edition: 1

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.

Editorial Reviews

From the Inside Flap

The world is faced with a daunting array of social problems and has limited resources with which to combat them. As many as five million children, who live in countries scattered around the globe, die each year from diseases and infections such as malaria, tetanus, and measles. Why must these innocent children die from diseases that we know how to cure? Marketing Social Change 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' experience of consulting, teaching, and research with social marketing programs around the world. In this important book, 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.This valuable resource book offers public health officials, social service agencies, educators, students, and health care and nonprofit professionals a state-of-the-art approach to marketing social behavioral change.

From the Back Cover

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. Shows that effective special change starts with a thorough understanding of the needs, wants, and perceptions of the target consumer—who has ultimate control over the outcomes. 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. A wealth of information for developing an effective social marketing plan.

See all Editorial Reviews

Product Details

• Hardcover: 368 pages
• Publisher: Jossey-Bass; 1 edition (October 5, 1995)
• Language: English
• ISBN-10: 0787901377
• ISBN-13: 978-0787901370
• Product Dimensions: 9 x 5.7 x 1.3 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #79,587 in Books (See Top 100 in Books)
  • #32 in Books > Medical Books > Dentistry > Preventive
  • #83 in Books > Business & Investing > Marketing & Sales > Marketing > Research

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Customer Reviews

Most Helpful Customer Reviews

14 of 14 people found the following review helpful:

4.0 out of 5 stars Very good basic book on social marketing, October 9, 2004

By 

B. McEwan "yellokat" (Brooklyn, NY USA) - See all my reviews
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This review is from: Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment (Hardcover)

This book provides a very good overview of social marketing. I use this as a text book in a graduate course that I teach and find it useful in giving students a clear idea of how social marketing relates to the broader topic of nonprofit marketing, without requring them to wade through all of the additional information that a more general marketing textbook would offer. Author Alan Andreason is a leading thinker on the topic of social marketing and has organized this relatively short book in a straightforward manner that makes it easy to separate the preparatory work from the actual execution of social marketing plans.

The one complaint I have about this book, and the reason that I have not awarded it five stars, is that the examples used are less than exciting and I find that I need to supplement this book with additional titles so that my students get the bigger picture of how social marketing principles play out in various cultures around the world, not just in the United States. For those who are looking to expand their understand of social marketing in the developing world and in emerging economies, see also Marketing the Public Sector by Seymour Fine. Sadly, this great book is a bit dated, as it was published in 1992, but balanced with this Andreason book (or a comparable book by Philip Kotler) you will be able to give yourself a solid grasp of the topic.

3 of 4 people found the following review helpful:

5.0 out of 5 stars The definitive book, July 16, 2002

By A Customer

This review is from: Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment (Hardcover)

This is the best book to give you grounding in social marketing. It also is a handy reference that you'll go back to again and again. It's well written and very accessible.