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Social marketing: Influencing behavior for social impact

In: Creating Good Work

Author

Listed:
  • Alan R. Andreasen

    (Georgetown University)

Abstract

SOCIAL ENTERPRISES ARE CREATIVE APPROACHES to bringing about important—and some not-so-important—changes in the lives of individuals and of the societies of which they are a part. They can be carried out by corporations, nongovernmental organizations, and, in some countries, government agencies. To succeed, they need to find ways to get a wide range of individuals to take actions. Central, of course, are behaviors vital to the social enterprise’s mission—getting people to take up a recommended action such as not smoking, starting a business, allowing their daughters to get advanced schooling, washing their hands regularly, installing energy-saving appliances in their homes, and so forth. But the social enterprise has a great many other constituencies to take actions—governments to give contracts or give permission for a particular initiative, volunteers to help out, corporations to partner, foundations or philanthropists to give grants, and individuals to volunteer as advisors or board members. And finally, because they are social enterprises, they are expected to generate sales for their artist works, food services, or used clothing!

Suggested Citation

  • Alan R. Andreasen, 2013. "Social marketing: Influencing behavior for social impact," Palgrave Macmillan Books, in: Ron Schultz (ed.), Creating Good Work, chapter 0, pages 53-59, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-31352-2_6
    DOI: 10.1057/9781137313522_6
    as

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