Detail Prescriptions for Theory - Driven Social Marketing Research : A Response to Goldberg's Alarms   Oleh:  Andreasen, Alan R. Jenis: Article from Bulletin/Magazine Dalam koleksi: JOURNAL OF CONSUMER PSYCHOLOGY vol. 6 no. 2 (1997), page 189-196. Topik: MARKETING; social marketing research; goldberg's alarms Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ42.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel Social marketing has had a curious history as an intellectual enterprise. As elliott (19910 and others (andreasen, 1994) pointed out, social marketing had its birth as part of broader efforts by the northwestern school faculty to achieve two goals : a. broaden the domain of marketing beyond its tradional commercial roots, and b. establish something that may be called generic marketing (kotler & levy 1969, kotler & zaltman, 1971). Despite the origin of the label in an ivory tower, much years emerged out of field experiences and practitioner needs (e. g. Seidel, 1993). Now as the field moves through its intellectual adolescence a number of academics andreasen, 1992, 1995, goldberg 1995, petty & cacioppo, 1996) have raised fundamental questions about where the field should go next. In his "perspective section article in the february 1995 journal of consumer psychology, marvin goldberg argued persuasively for two kinds of advances. First, following th elad of wallack and others (wallack, 1990, walack, dorfman, jernigan & themba, 1993). Goldberg argued that consumer psychologists, marketing theorists and researchers have docused excessively on how to change individual behaviour. These approaches assume that it is the individual (smoker, drug user, wife abuser) who is the basic cause of his or her own social problems. Or at least, it is the individual who has the power to correct the situation. Thus, social marketing programs focus on how to induce mothers to get their children immunized, teens to use condoms, and drug users to kick their habits ... Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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