Marketing Social Change
Changing Behavior to Promote Health, Social Development, and the Environment
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Offers a revolutionary approach to solving a range of social problems-drug use, smoking, unsafe sex, and overpopulation-by applying marketing techniques and concepts to change behavior. For example, it shows that at-risk teenagers are consumers who decide whether or not to ``buy'' safe sex practices. Shows that effective special change starts with a thorough understanding of the needs, wants, and perceptions of the target consumer-who has ultimate control over the outcomes. Offers a detailed explanation of how to design a step-by-step program that will move the customer from ignorance and indi...
Offers a revolutionary approach to solving a range of social problems-drug use, smoking, unsafe sex, and overpopulation-by applying marketing techniques and concepts to change behavior. For example, it shows that at-risk teenagers are consumers who decide whether or not to ``buy'' safe sex practices. Shows that effective special change starts with a thorough understanding of the needs, wants, and perceptions of the target consumer-who has ultimate control over the outcomes. Offers a detailed explanation of how to design a step-by-step program that will move the customer from ignorance and indifference to action and ultimately maintenance of that action. A wealth of information for developing an effective social marketing plan.
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