ERIC Number: ED455167
Record Type: Non-Journal
Publication Date: 2001
Reference Count: N/A
Social Marketing Lite: Ideas for Folks with Small Budgets and Big Problems. Health, Education, Population, Nutrition, the Environment, Transportation, Democracy-Building, Youth Development, and Elder Care in the U.S. and around the World.
Academy for Educational Development, Washington, DC.
This book is designed for people interested in social marketing and who do not have much money. The book is not a tool kit, or a workbook, or a guide. It is a compilation of articles about issues, themes, definitions, and case studies from social marketing. Many of the articles originally appeared in "Social Marketing Quarterly." They are low-cost suggestions about how "thinking like a marketer" can improve any program of social change. The book is divided into the following chapters: (1) "Social Marketing: An Evolving Definition"; (2) "Social Marketing: What's the Big Idea?"; (3) "Forget Messages...Think about Structural Change First"; (4) "Marketing with No Budget"; (5) "Homegrown Social Marketing--What Next?"; (6) "Branding and Brand Envy"; (7) "Social Marketing Lite: A Practical Future for a Big Idea"; (8) "Application to AIDS Prevention"; and (9) "Application to Education Reform." Each chapter contains data figures and references. Appended is an article, "Behavioral Science Theory," by Richard Windsor, Susan E. Middlestadt, and David Holtgrave. (BT)
Descriptors: Acquired Immune Deficiency Syndrome, Audience Awareness, Case Studies, Community Action, Educational Change, Program Design, Social Change
Academy for Educational Development, 1825 Connecticut Avenue, NW, Washington, DC 20009-5721; Tel: 202-884-8000; Fax: 202-884-8400; e-mail: firstname.lastname@example.org; Web site: http://www.aed.org/.
Publication Type: Collected Works - General; Guides - Non-Classroom
Education Level: N/A
Authoring Institution: Academy for Educational Development, Washington, DC.