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Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment

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This important book offers a revolutionary approach to solving a range of social problems--drug use, smoking, unsafe sex, and overpopulation--by applying marketing techniques and concepts to change behavior. For example, it shows that at-risk teenagers are consumers who decide whether or not to buy safe sex practices. This successful approach is based on Alan R. Andreasen's more than twenty years of experience in consulting, teaching, and research with social marketing programs around the world. Andreasen shows that ...

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Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment
1995, Jossey-Bass, San Francisco, CA

ISBN-13: 9780787901370

Hardcover

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