Social Marketing: Theoretical and Practical Perspectives

By Marvin E. Goldberg; Martin Fishbein et al. | Go to book overview

Chapter 1
Challenges for the Science and Practice of Social Marketing

Alan R. Andreasen
Georgetown University

Twenty-five years ago, marketing scholars, led by the "Northwestern School" ( Elliott, 1991) began to look at possible applications of commercial sector marketing beyond its traditional confines ( Kotler & Levy, 1969; Kotler & Zaltman, 1971). The first wave of interest was institutional. In the 1970s, marketing scholars focused on adapting marketing mind-sets, processes, and concepts to a wide range of nonprofit enterprises, initially universities, performing arts organizations, and hospitals. In the 1980s and 1990s, however, an increasing number of scholars and practitioners shifted away from this institutional focus toward what might be called a program focus. They recognized that the basic goal of marketing is to influence behavior, whether that behavior is buying a Big Mac, flying United Airlines, practicing safe sex, or getting one's child immunized ( Andreasen, 1993). In each case, marketers mount programs to bring about these behaviors. Some programs, like that of United Airlines or the National High Blood Pressure Education Program, are very long term. Others, like many new cereal introductions and some health care interventions, are shorter lived.

This perception that marketing constitutes a proven and potentially very powerful technology for bringing about socially desirable behaviors is the engine motivating the growth of what might be called "the social marketing movement" over the last 15 years. This movement has established social marketing as a distinct subdiscipline within the general field of academic marketing. At the same time, it has led to the adoption of the technology by a wide range of private, public, and private-nonprofit organizations and

-3-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this book

This book has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this book

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited page

Bookmark this page
Social Marketing: Theoretical and Practical Perspectives
Table of contents

Table of contents

Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen
/ 457

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.