Marketing social change : changing behavior to promote health, social development, and the environment / Alan R. Andreasen

Includes bibliographical references (p. 321-337) and indexes.

Preparing for social marketing. Putting the customer first : the essential social marketing insight -- Social marketing strategic management process -- Listening to customers : research for social marketing -- Understanding how customer behavior changes -- Doing social marketing. Targeting your customer through market segmentation strategies -- Bringing the customer to the door : creating active contemplation of new behaviors -- Making the new behavior attractive and low cost : Benefit and cost strategies -- Bringing social influence to bear and enhancing self-control -- Inducing action and ensuring maintenance -- Creating strategic partnerships : marketing to other publics -- Central principles of the new social marketing paradigm.

Marketing Social Change offers a revolutionary approach to solving a range of social problems - drug use, smoking, pollution, unsafe sex, and overpopulation - by applying marketing techniques and concepts to change behavior. Using illustrative examples of innovative marketing programs, the author describes the process of developing and implementing an effective social marketing strategy. This successful approach is based on Alan R. Andreasen's more than twenty years' experience consulting, teaching, and researching for social marketing programs around the world. This valuable resource offers public health officials, social service agencies, educators, and health care and nonprofit professionals a state-of-the-art approach to marketing social solutions and behavioral change.