Marketing social change : changing behavior to promote health, social development, and the environment /
Marketing Social Change offers a revolutionary approach to solving a range of social problems - drug use, smoking, pollution, unsafe sex, and overpopulation - by applying marketing techniques and concepts to change behavior. Using illustrative examples of innovative marketing programs, the author de...
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
San Francisco :
Jossey-Bass,
c1995.
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| Edition: | 1st ed. |
| Subjects: | |
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Table of Contents:
- Preparing for social marketing. Putting the customer first : the essential social marketing insight
- Social marketing strategic management process
- Listening to customers : research for social marketing
- Understanding how customer behavior changes
- Doing social marketing. Targeting your customer through market segmentation strategies
- Bringing the customer to the door : creating active contemplation of new behaviors
- Making the new behavior attractive and low cost : Benefit and cost strategies
- Bringing social influence to bear and enhancing self-control
- Inducing action and ensuring maintenance
- Creating strategic partnerships : marketing to other publics
- Central principles of the new social marketing paradigm.