Marketing Social Marketing in the Social Change Marketplace

  title={Marketing Social Marketing in the Social Change Marketplace},
  author={Alan R. Andreasen},
  journal={Journal of Public Policy \& Marketing},
  pages={13 - 3}
  • A. Andreasen
  • Published 1 April 2002
  • Business
  • Journal of Public Policy & Marketing
Social marketing faces significant barriers to growth because there is no clear understanding of what the field is and what its role should be in relation to other approaches to social change. However, growth is possible through increases in social marketing's share of competition at the intervention, subject matter, product, and brand levels. The author proposes a specific social marketing branding campaign to advance the field, with roles for academics and the American Marketing Association. 

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