BOOK REVIEW
Marketing Social Change: Changing behavior to promote health, social development and the environment
Author: Alan R. Andreasen
Reviewed by: Sarah Yallop
Brief overview:
This book, written by the guru of social marketing, is nearly 10 years old but is still a good read. It outlines a conceptual framework and the broad principles which guide social marketing practice.
Part One of the book deals with the process of preparing to implement a social marketing strategy. These chapters discuss the importance of understanding the needs, wants and perceptions of target audiences and techniques for gaining this understanding through research before, during and after the implementation of social marketing strategies. These chapters also explore a range of behaviour change models and theories, although focus is on the stages of behaviour change concepts outlined in Prochaska and DiClementeís 1983 model.
Part Two of the book explores the ìdoingî of social marketing. These chapters discuss ways of segmenting target audiences and methods of appealing to them at different stages of behaviour change. There is also some discussion of the challenges of behaviour maintenance and the impact of the social and physical environment on behaviour. The final chapter discusses the importance of partnerships in the development and support of social marketing strategies.
Features of the book that I really enjoyed:
As a newcomer to the social marketing field, I enjoyed reading this book because it gives such a broad overview of what social marketing is all about. At times I found the book a little simplistic and focused on the individual. From my experience of developing social marketing strategies in the area of HIV and Sexual Health Promotion over the past year, enabling people to change and maintain behaviour is incredibly complex and unpredictable. To me it seems that social, environmental, spiritual and cultural contexts in which people interact have a major influence on behaviour and these ideas are not given much emphasis in this book. But perhaps this is reflective of the fact that this book was written nearly 10 years ago and no doubt, there have been many advances in thinking since 1995. The core concepts discussed in the book still remain relevant and interesting. I really appreciated the summaries at the end of each chapter as it allowed me to consolidate what I had read in that chapter and move on to the next. It made for a logical and meaningful read. The conclusion of the book was also an interesting read as it outlined what Andreasen thought were the future challenges for social marketing. Despite the fact that this was written nearly 10 years ago some of these challenges still seem to remain: how to sustain social marketing programs; giving adequate attention to non-communication aspects of social marketing; further understanding of what translates intention into action; how emotion impacts of behaviour; and the ethics of social marketing ñ who decides what is for the social good? The description of these challenges provided much food for thought.
Who would I recommend this book to?
Andreasen himself states that this book outlines a broad strategic behaviour change approach relevant for many behaviour change settings. It is not a practical how-to book which describes tactical elements involved in designing social marketing programs, and it is not meant to be. In light of this I would particularly recommend it to those new to the area, with the understanding that there have been advances in thinking since it was written. The book is also particularly relevant to those working to promote behaviour change in health, social development and environmental fields.
Where can I get it?
Over the Internet at www.josseybass.com
How much does it cost?
$US 38 .00
Publisher:
Jossey-Bass Publishers, San Francisco
Date of publication:
1995
ISBN number:
0-7879-0137-7
This book was reviewed by:
Sarah Yallop
Health Marketing & Communication
Northern Sydney HIV & Sexual Health Promotion Unit
Sydney