Introduction: Social Marketing: A Powerful Approach to Social Change. PREPARING FOR SOCIAL MARKETING. Putting the Customer First: The Essential Social Marketing Insight. The 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. Conclusion: Central Principles of the New Social Marketing Paradigm.
ALAN R. ANDREASEN is professor of marketing and dean for faculty affairs at the School of Business of Georgetown University. Andreasen is also an internationally known marketing consultant who has worked with numerous organizations including the National Endowment for the Arts, the Public Broadcasting System, and the U.S. Agency for International Development, the National Cancer Institute, the United Way of America. He is the coauthor (with Philip Kottler) of Strategic Marketing for Nonprofit Organizations (4th ed., 1991), and the author of Cheap But Good Marketing Research (1991).