Social Marketing in the 21st Century

by Alan R. Andreasen

Book Overview

"This is a brilliant explanation of how social marketing can address upstream issues... As the author points out, too often people think of the downstream applications of social marketing. This book is the only one in this camp, and it does a very good job of it."
--Mike Basil, University of Lethbridge, Canada

Most observers and many practitioners see social marketing as a downstream approach to influencing people with "bad behaviors"--smoking,...

• Format: Paperback
• Language: English
• ISBN: 1412916348
• ISBN13: 9781412916349
• Release Date: November 2005
• Publisher: Sage Publications, Inc
• Length: 280 Pages
• Weight: 0.85 lbs.
• Dimensions: 0.6" x 6.4" x 9.0"