Marketing Social Change: Changing Behaviour to Promote Health, Social Development and the Environment by Alan R. Andreasen (Hardback, 1995)

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For example, it shows that at-risk teenagers are consumers who decide whether or not to "buy" safe sex practices. This successful approach is based on Alan R. Andreasen's more than twenty years of experience in consulting, teaching, and research with social marketing programs around the world.
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