TITLE

Social marketing has new champion

AUTHOR(S)
Andreasen, Alan R.; Gould, Rob; Gutierrez, Karen
PUB. DATE
February 2000
SOURCE
Advertising Age;2/7/2000, Vol. 71 Issue 6, p38
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article presents information on the function of the Social Marketing Institute. The application of marketing concepts and techniques--beyond advertising and promotion--to foster socially beneficial change has created a new sub-discipline of marketing called social marketing. It has been the driving force behind programs that have successfully helped millions of U.S. residents control high blood pressure, wear seat belts, prevent sudden infant death syndrome, eat more fruits and vegetables and get an annual mammogram. The Social Marketing Institute has been founded to accelerate, improve and better document this rapidly growing approach to social change--and to provide opportunities for experience marketing professionals to contribute their talents to this exciting new field.
ACCESSION #
2751793

 

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