Andreasen, Alan R.,

Social marketing in the 21st century / Alan R. Andreasen. - 1st ed. - Thousand Oaks, Calif. : SAGE Publications, c2006. - xi, 264 p. : ill. ; 24 cm.

Includes bibliographical references (p. 237-252).

Social change, social problems and 21st century social marketing -- Creating and framing the agenda -- The structure of social problems -- The role of social marketing -- Setting priorities with social marketing -- Beyond downstream interventions : influencing communities -- Structural change : influencing lawmakers and regulators -- Structural change : recruiting business allies -- Recruiting allies in the media and the health-care communities -- Repostioning social marketing for the 21st century.

141291633X (cloth) 1412916348 (pbk.)

2005022466


Social marketing.

HF5414 / .A527 2006

361.00688