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Research & Policy

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

Community agencies and organizations can successfully apply business marketing techniques to stimulate changes in social and health behavior. This book provides a framework to understand social marketing, as well as a practical manual for carrying out a social marketing campaign based on principles of social psychology and marketing. Social marketing is based on the attitudes and current behavior of the target population or "consumer," and how they can be changed in stages over time. The social marketing process includes listening to the customer in focus groups, developing the marketing strategy and its contents, pretesting the strategy on customers, designing the marketing vehicle or program, implementing it, and evaluating it.

Understanding the needs, desires, and perceptions of the "customer" is the heart of social marketing. The process uses quantitative and qualitative research methods, as well as "backward research" - a method that defines the decisions to be made and the information needed to make the decisions, and also includes preparing a "prototype" report to assess the type of analyses needed to write the real report. Social marketing considers each stage in human behavior change - ignorance, indifference, contemplation, preparation, action, confirmation, and maintenance, selects the approaches needed for specific segments of the population, and creates partnerships to insure program continuation when "outside specialists" depart. The book offers reasonable and low-cost social marketing approaches, illustrated by examples for attacking widespread social problems, including drug addiction, smoking, immunization, early or unsafe sexual behavior, heart disease, and AIDS.

Jossey-Bass, Inc.
350 Sansome Street
San Francisco, CA 94104
(415) 433-1767
Fax: (800) 605-2665 or (415) 433-0499
(1995, 348 pp.; $29.95 + p/h)


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