Social Marketing in the 21st Century

Viac o knihe

Focusing on social change, the author emphasizes a dual approach that engages both upstream and downstream individuals. Alan R. Andreasen outlines the roles of foundations, government agencies, and nonprofits while restating essential principles of social marketing. He also proposes innovative applications of social marketing to tackle nontraditional challenges, providing a fresh perspective on how these organizations can effectively drive societal transformation.