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| Tekijä: | Pechmann, C. |
| Otsikko: | Overview of the Special Issue on Social Marketing Initiatives |
| Lehti: | Journal of Public Policy and Marketing
2002 : SPRING, VOL. 21:1, p. 1-2 |
| Asiasana: | SOCIAL MARKETING MARKETING ORGANIZATION DEVELOPMENT |
| Kieli: | eng |
| Tiivistelmä: | According to Alan R Andreasen, social marketing is a well-defined set of processes for promoting individual behavior change to alleviate social problems. Indeed, most of the articles in this special issue focus on just one or two of these processes, primarily, audience research, segmentation, and/or promotion. Nevertheless, all the articles provide invaluable insights into how to develop social marketing programs and, more generally, social change programs- mostly to improve health. In the author's view, the articles differ primarily on (1) whether the focus is on changing individual behavior directly or indirectly through socialization agents or policymakers and (2) whether the focal social change agent is a government or nonprofit entity or a for profit corporation. |
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