Social Marketing in the 21st Century

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.

Preface I. Introduction Chapter 1: Social Change, Social Problems and 21st Century Social Marketing Chapter 2: Creating and Framing the Agenda II. Social Problems and the Role of Social Marketing Chapter 3: The Structure of Social Problems Chapter 4: The Role of Social Marketing Chapter 5: Setting Priorities with Social Marketing III. Upstream Applications Chapter 6: Beyond Downstream Interventions: Influencing Communities Chapter 7: Structural Change: Influencing Law Makers and Regulators Chapter 8: Structural Change: Recruiting Business Allies Chapter 9: Recruiting Allies in the Media and Health-Care Communities IV. Conclusions Chapter 10: Repositioning Social Marketing for the 21st Century

"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