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Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment
This important book 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. This successful approach is based on Alan R. Andreasen's more than twenty years of experience in consulting, teaching, and research with social marketing programs around the world. Andreasen shows that effective social change starts with a thorough understanding of the needs, wants, and perceptions of the target consumer--who has ultimate control over the outcomes. The book 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. Marketing Social Change offers a wealth of information for developing an effective social marketing plan.
368 pages, Hardcover
First published October 5, 1995
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June 8, 2015
Receipt Book on Social Marketing
“Marketing Social Change” by Alan Andreasen is almost a receipt book on how to promote campaigns on socially burning issues. The author equalizes commercial and social marketing claiming that both aim to change traditional behavior path. In addition to comprehensive step-by-step description of how to achieve desirable results, Andreasen (1995) provides different examples on successful applications of the social marketing techniques. The book consists of two parts: preparing for social marketing and doing social marketing. The first part is about how to make the strategy customer-focused and to prepare the structure, while the final part goes beyond actual implementation and includes the issues of the media involvement, evaluating actions, and monitoring the project after termination.
The most striking part is distinguishing between client-centered and organization- centered mindsets that show the root of the causes for failing the majority of “raising awareness” and other socially desirable behavior changing campaigns. Alongside with a number of structural problems, the promoters envision their mission inherently good and ignorance as well lack of motivation among customers as main problems. As long as the customer is treated as an ignorant mass, the campaign will never be able to reach success in behavior change. In contrast, the customer is perceived “as someone with unique perceptions, needs, and wants, to which the marketer must adapt” in social marketing. The reader can find the full list of the criteria in “Putting the Customer First.”
The book is very useful for those who work for education, health, and other social promotional campaigns in different cultural settings. The book is well structured in the bullet points, which makes it easy to look through and “get what you need”. At the same time, it is hard to read, as it is like a guideline. I guess more examples would make it interesting to the reader.
“Marketing Social Change” by Alan Andreasen is almost a receipt book on how to promote campaigns on socially burning issues. The author equalizes commercial and social marketing claiming that both aim to change traditional behavior path. In addition to comprehensive step-by-step description of how to achieve desirable results, Andreasen (1995) provides different examples on successful applications of the social marketing techniques. The book consists of two parts: preparing for social marketing and doing social marketing. The first part is about how to make the strategy customer-focused and to prepare the structure, while the final part goes beyond actual implementation and includes the issues of the media involvement, evaluating actions, and monitoring the project after termination.
The most striking part is distinguishing between client-centered and organization- centered mindsets that show the root of the causes for failing the majority of “raising awareness” and other socially desirable behavior changing campaigns. Alongside with a number of structural problems, the promoters envision their mission inherently good and ignorance as well lack of motivation among customers as main problems. As long as the customer is treated as an ignorant mass, the campaign will never be able to reach success in behavior change. In contrast, the customer is perceived “as someone with unique perceptions, needs, and wants, to which the marketer must adapt” in social marketing. The reader can find the full list of the criteria in “Putting the Customer First.”
The book is very useful for those who work for education, health, and other social promotional campaigns in different cultural settings. The book is well structured in the bullet points, which makes it easy to look through and “get what you need”. At the same time, it is hard to read, as it is like a guideline. I guess more examples would make it interesting to the reader.
Displaying 1 of 1 review