Social Marketing in the 21st Century by Alan R. Andreasen
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Social Marketing in the 21st Century
By Alan R. Andreasen

Social Marketing in the 21st Century

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Format: Paperback

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Social Marketing in the 21st Century by Alan R. Andreasen

Book Awards

  • Winner of Berry/AMA Book Prize 2006.

Book Description

This text is well-grounded in scholarship, synthesizes a number of streams of thought, and then proposes thought-provoking applications for an existing approach to social and behavioral change through social marketing. It could be used with a number of courses and disciplines. The level of detail, use of various sources and the variety of examples make it appropriate for graduate level studies. It can also serve the social marketing or behavior change practitioner who wishes to enhance or expand his or her field of practice to include "upstream" approaches. - 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.)

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Book Details

ISBN: 9781412916349
ISBN-10: 1412916348
Format: Paperback
(229mm x 152mm x 14mm)
Pages: 280
Imprint: SAGE Publications Inc
Publisher: SAGE Publications Inc
Publish Date: 15-Feb-2006
Country of Publication: United States

Other Editions...


Books By Author Alan R. Andreasen

Strategic Marketing for Non-profit Organisations by Alan R. Andreasen Strategic Marketing for Non-profit Organisations, Paperback (November 2013)

For graduate courses in Nonprofit Marketing and Management. This best-selling text focuses on the impact of nonprofit marketing in the social sector and the growing intersection between nonprofit management and the business world.

Strategic Marketing for Non-Profit Organizations by Alan R. Andreasen Strategic Marketing for Non-Profit Organizations, Hardback (October 2007)

For graduate courses in Nonprofit Marketing and Management. This best-selling text focuses on the impact of nonprofit marketing in the social sector and the growing intersection between nonprofit management and the business world.

Marketing Research That Won't Break the Bank by Alan R. Andreasen Marketing Research That Won't Break the Bank, Paperback (October 2002)

Provides a guide for managers who want to use marketing research to make their organisations more effective, but feel they cannot afford it.

Marketing Social Change by Alan R. Andreasen Marketing Social Change, Hardback (September 1995)

Offers an approach to solving a range of social problems - drug use, smoking, unsafe sex, and overpopulation - by applying marketing techniques and concepts to change behaviour. This book shows that effective social change starts with an understanding of the needs of the target consumer.

» View all books by Alan R. Andreasen

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Author Biography - Alan R. Andreasen

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.

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Recent books by Alan R. Andreasen close
Strategic Marketing for Non-profit Organisations by Alan R. Andreasen
Strategic Marketing for Non-Profit Organizations by Alan R. Andreasen
Marketing Research That Won't Break the Bank by Alan R. Andreasen
Marketing Social Change by Alan R. Andreasen
»
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