Social marketing : strategies for changing public behavior

摘要: Calls for social campaigns to change public attitudes and behavior have been at the core of strategies solve teenage pregnancy drug alcohol abuse poor nutrition spread acquired immunodeficiency syndrome (AIDS). In contemporary societies marketing is an underutilized but powerful means changing behavior. It combines integrated planning action framework characteristic traditional approaches with recent advances in communications technology skills. The 5 steps management process include: 1) analyzing environment; 2) researching selecting target adopter population; 3) designing strategies; 4) mix programs; 5) organizing implementing controlling evaluating effort. scientific research into specific needs desires beliefs adopters characteristics products that are being marketed differentiates from other efforts influence changes ideas practices. some cases marketers promoting a tangible product-base (e.g. contraceptive devices family planning); e.g. cessation cigarette smoking may be less require more complex approach. This volume provides concise step-by-step guide environment developing programs managing such programs. Each step illustrated by case histories several which involve condom promotion campaigns.