Social marketing in the 21st century - Andreasen, Alan R., 1934- (Thousand Oaks, Calif. : SAGE Publications, 2006)
Social change, social problems and 21st century social marketing -- Creating and framing the agenda -- The structure of social problems -- The role of social marketing -- Setting priorities with social marketing -- Beyond downstream interventions : influencing communities -- Structural change : influencing lawmakers and regulators -- Structural change : recruiting business allies -- Recruiting allies in the media and the health-care communities -- Repostioning social marketing for the 21st century.
Includes bibliographical references (p. 237-252) and index.
JPGSPH
Keywords: Social marketing