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Social Marketing in the 21st Century

Social Marketing in the 21st Century

Social Marketing

December 2005 | 280 pages | SAGE Publications, Inc
"This is a brilliant explanation of how social marketing can address upstream issues...  As the author points out, too often people think of the downstream applications of social marketing.  This book is the only one in this camp, and it does a very good job of it."
—Mike Basil, University of Lethbridge, Canada  

Most observers and many practitioners see social marketing as a downstream approach to influencing people with "bad behaviors"—smoking, neglecting prenatal care, not recycling. However, this narrow view hugely underestimates social marketing's real potential. Social marketing is simply about influencing the behavior of target audiences. There are many more target audiences who need to act besides "problem people" if we are to solve major social problems.    

The goal of this cutting edge book is to reposition social marketing so that foundations, government agencies, and various nonprofits will approach social change in a way that reaches both upstream and downstream individuals in society. Author Alan R. Andreasen outlines potential roles, restates fundamental principles, and then suggests how social marketing might be applied to a sample of nontraditional challenges.  

Key Features:
  • Emphasizes Broad Social Change: Repositions social marketing as an approach to social change that reaches both upstream and downstream.
  • Reviews Social Marketing Concepts and Tools: A number of different strands of scholarship are used to provide an accessible introduction to social marketing including the evolution of social problems, the science of framing, the process of social change, and social marketing history and elements.
  • Presents Frameworks for Influencing Behavior: Three simple frameworks are provided that anyone can use whenever there is a situation where one needs to influence another's behavior— stages of change, the BCOS model and competition.
Social Marketing in the 21st Century is an excellent text for advanced undergraduate and graduate courses in Health Promotion, Social Marketing, Social Enterprise, Social Change, Public Health, Social Welfare, and Communications. In addition, it is a valuable resource for social marketing practitioners, public health communicators, nonprofit managers, social workers, and social enterprise programs.      

I. Introduction
Chapter 1: Social Change, Social Problems and 21st Century Social Marketing
Chapter 2: Creating and Framing the Agenda
II. Social Problems and the Role of Social Marketing
Chapter 3: The Structure of Social Problems
Chapter 4: The Role of Social Marketing
Chapter 5: Setting Priorities with Social Marketing
III. Upstream Applications
Chapter 6: Beyond Downstream Interventions: Influencing Communities
Chapter 7: Structural Change: Influencing Law Makers and Regulators
Chapter 8: Structural Change: Recruiting Business Allies
Chapter 9: Recruiting Allies in the Media and Health-Care Communities
IV. Conclusions
Chapter 10: Repositioning Social Marketing for the 21st Century

“Andreasen’s book finally bridges upstream and downstream approaches to social change and takes a “both-and” approach rather than either-or...The variety of examples throughout the book makes the text come alive…  It is a richly referenced book that is clear and presents some complex concepts in an easy to understand way… I would absolutely consider adopting this text!”

Mike Newton-Ward
North Carolina Division of Public Health

“Andreasen makes an inspiring case for taking the traditional social marketing model to new markets in order to influence more rapid and sustainable social change, as well as to ensure a longer life cycle for the social marketing brand…  I am certain I will use it as material for a course and for seminars.”

Nancy Lee, MBA
President, Social Marketing Services, Inc. and Adjunct Faculty, University of Washington and Seattle University

"This succinct volume provides a well-written explanation of social marketing and its application to social problems, the role of agenda setting and framing in interpreting social data, and three simple models for influencing behavior change. Academicians in disciplines related to behavioral therapy, communication, health care, marketing, and social change as well as practitioners in social marketing, public relations and counseling will find this book interesting reading and a valuable, heuristic resource."

J. L. Allen
University of New Haven

An excellent text that helped students to conceptualise the purpose, efficacy and imperative structures of social marketing. This was invaluable in consolidating a wide range of abstract approaches to social marketing and will be of use to students across a number of undergraduate modules.

Mr Scott Ellis
School of Health and Bioscience, University of East London
July 3, 2013

The UCLA office is supposed to be mailing this back to you. Although there was a lot to like about the book, it didn't cover the basics in enough detail, which is what I need for my course. It was for a more advanced student.

Dr Susan Kirby
School Of Public Health, University of California at Los Angeles
May 22, 2012

Great book ¡¡¡ Excellent value. Why? scholarship & academic perspective.

All the other books i have read about this topic, superficial.


Professor Joaquin Carrillo
Marketing , Universidad de Colima
July 5, 2010
Key features
  • Written by the most highly regarding academic in the Social Marketing community.
  • Encourages Social Marketers to think beyond the "downstream" market of individuals whose behavior they are trying to influence to include the "upstream" market of individuals whose participation is needed to make changes.
  • Utilizes and synthesizes a number of different strands of scholarship (the evolution of social problems, the science of framing, the process of social change, social marketing history and elements, etc.)  ~

Sample Materials & Chapters


Chapter 2

Chapter 8

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