Social Marketing in the 21st Century [Paperback]

Alan R. Andreasen (Author)

Book Description

ISBN-10: 1412916348 | ISBN-13: 978-1412916349 | Publication Date: November 30, 2005

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.  

Editorial Reviews

Review

“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!” (Mike Newton-Ward )

“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.” (Nancy Lee, MBA )

"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." (J. L. Allen )

About the Author

Alan Andreasen (Ph.D., M.S., Columbia University) is a professor in the McDonough School of Business at Georgetown University. His research interests include the application of marketing to nonprofit organizations, social marketing, and consumer behavior. Professor Andreasen is a member of several academic and professional associations and serves on the editorial boards of the Journal of Consumer Policy, the Journal of Consumer Research, Social Marketing Quarterly, and the Journal of Public Policy and Marketing. He is also past president of the Association for Consumer Research and is currently Interim Executive Director of the Social Marketing Institute. Professor Andreasen's publications include 16 books and over one hundred articles and conference papers. His most recent books are Ethics in Social Marketing [Georgetown University, 2001], Strategic Marketing in Nonprofit Organizations, 6th ed., (co-authored with Philip Kotler of Northwestern University) [PH, 2003], Marketing Research that Won't Break the Bank [Jossey-Bass, 2003] and Marketing Social Change [Jossey-Bass, 1995]. Professor Andreasen is a consultant to the World Bank, the American Cancer Society, the Centers for Disease Control and Prevention, Boys and Girls Clubs, and others. He also conducts executive seminars worldwide for a diversified set of non-profit and private sector organizations and several government agencies.

Product Details

• Paperback: 280 pages
• Publisher: Sage Publications, Inc (November 30, 2005)
• Language: English
• ISBN-10: 1412916348
• ISBN-13: 978-1412916349
• Product Dimensions: 9 x 6.1 x 0.6 inches
• Shipping Weight: 13.6 ounces (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #659,949 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

6 of 7 people found the following review helpful:

5.0 out of 5 stars Excellent Upstream plus Concepts and Tools for Social Marketing Descriptions, November 18, 2007

By 

Jim Grizzell "Jim Grizzell" (Washington, DC) - See all my reviews

This review is from: Social Marketing in the 21st Century (Paperback)

I think you'll find its descriptions of "upstream" social marketing and the concepts and tools from Dr. Alan Andreasen helpful for becoming more aware of how comprehensively social marketing really ought to be done.

We're usually using "downstream" social marketing to influence behavior (staying with a behavior like not smoking or changing to a more health enhancing behavior) in individuals. "Upstream" targets audiences or audience segments of people (often in organizations like media, script writers, hospital, private sector/commercial business people, even legislators) to influence their behavior to do things to help us change the environment, policies or provide other services or information for the downstream individuals. In both cases Andreasen says great social marketers have a "slavish attention to target audiences" to learn about their interests, needs, thinking, attitudes, knowledge before creating any programs or interventions.

Andreasen uses theories those in health promotion use but some are named differently or, possibly, business terminology. The process is to use stages of change for your target audience, BCOS (benefits, costs: like decisional balance; O for others who influence us; S for self-assurance maybe like Theory of Planned Behavior or Theory of Reasoned Action) plus Competition. The book has many very good examples of good approaches to conducting social marketing.

3 of 4 people found the following review helpful:

5.0 out of 5 stars Short Review of Social Marketing in the 21st Century, August 25, 2008

By 

Y. Diaz (Washington, DC) - See all my reviews
(REAL NAME)   

This review is from: Social Marketing in the 21st Century (Paperback)

The book was purchased and used as material for a short, summer course offered at Georgetown University with Dr. Andreasen. The text is reader friendly and presents supportive examples. I am very pleased with this purchase (as a novice in the field of social marketing) and recommend it to anyone (e.g., student, professional) interested in the field.

5.0 out of 5 stars Brazilian Social Marketing - Words of Peace, December 19, 2009

By 

Ivete S. B. Mattos "Ivete Belfort" (Sao Paulo, Brazil) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Social Marketing in the 21st Century (Paperback)

It is very important for marketing TV Show in Brazil - Words of Peace!
With voluntary organization, Words of Peace is aired in more than 200 TV Channels in 100 cities.
It is a great success.
Now, it is time to go ahead with Social Marketing approach and this book will assist it in several ways.