Linked Data Explorer
Social marketing in the 21st century
- "Most observers and many practitioners see social marketing as a downstream approach to influencing people with "bad behaviors" - smoking, neglecting prenatal care, not recycling. However, this narrow view hugely underestimates social marketing's real potential. Social marketing is simply about influencing the behavior of target audiences. There are many more target audiences who need to act besides "problem people" if we are to solve major social problems. The goal of this ... 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. [In the book, the author] outlines potential roles, restates fundamental principles, and then suggests how social marketing might be applied to a sample of nontraditional challenges. -Back cover."
- "Social marketing in the 21st century"